Sum
TASK
CHAIR
Sum
TASK
CHAIR
Sum
The Iowa-based office furniture manufacturer, Allsteel, sought a collection of names for a line of chairs. To match the sleek designs, they requested natural language only--no morphemic mash-ups or other fanciful constructions. After weeks of naming, Clarity, Acuity, Relate, and Sum rolled into place. Like the chairs themselves, these streamlined marks will never go out of style.

Naming professionals spend a lot of time at desks, so we know first hand the importance of a quality chair. Allsteel’s Sum’s chair was just such a chair. We especially enjoyed the way it erased the need to fiddle with a knob or lever to find the proper ergonomic positioning.

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