Floyd is a modern furniture company with products that look good and last. The identity is focused around a custom typeface I drew. The typeface, representing the company's Rust Belt heritage, is a drawn from the letters of an old steel factory sign where the founders’ grandfather worked.

Floydhome.com
This was created at Order under the direction of Jesse Reed. Photos by Order and Floyd

The custom wordmark and typeface was drawn from a historic sign outside of a  steel factory in Youngstown, Ohio where Floyd's founder's grandfather worked (the original Floyd).

With not every uppercase and no lowercase letters being visible on the sign, I extracted the shown character's personality to create the rest of the alphabet.

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