The archive · Brand & Identity · Marketing decision · 2023–2024
IMA Norscan's 'Every Thing Sorted' logotype is literally found in a standard kitchen grid
Kitchen storage maker IMA Norscan built its logotype to the proportions of a standard kitchen grid, so the wordmark itself demonstrates the order it sells.
IMA Norscan
What it had to solve
IMA Norscan, a smart kitchen storage and sorting interiors company, had been 'rather comfortably in a drawer' as a brand. With the tagline 'Every Thing Sorted' as its basis, the identity needed to be bold enough to own the whole room of ordered kitchens.
How it works
IMA Norscan makes storage interiors for kitchens — the sorting systems that give every spoon a drawer — and its category has a psychological root: researchers note that sorting behavior predates permanent homes. But as a brand the company had stayed 'rather comfortably in a drawer': respected, useful and invisible in the room it sells into.
The rebrand set out to own that room. Working from the tagline 'Every Thing Sorted', the designers refused a conventional display typeface: the logotype is far from standard because it was literally found in a kitchen grid, with letterforms set to the proportions of standard kitchen units. The wordmark is therefore built to the same modular logic as the products behind it.
The identity earned a D&AD Wood Pencil for Branding in 2024 and sits in the D&AD awards archive. No sales or market figures accompany the record, so this case claims none; the idea's force is that the logo demonstrates order — each letter sorted into a grid — rather than merely announcing it.
Why it lands
- A logotype drawn from kitchen-standard proportions embodies the promise: the mark itself is sorted into a grid, so readers see 'Every Thing Sorted' rather than read it.
- Grounding the identity in the product's own standards gives a niche company a claim to the whole room, not just its drawer.
- The grid gives the wordmark an engineering logic that matches the brand's smart-storage positioning.
- Being 'far from standard' while staying inside kitchen standards turns a constraint into the memorable idea.
What it did
The logo makes the brand promise visible: 'Every Thing Sorted' is demonstrated by letterforms that obey the same grid as the storage system. D&AD awarded the identity a Wood Pencil for Branding in 2024 and records it in its awards archive; no commercial figures accompany the entry, so the case rests on the identity idea.
What you can take
When the product organizes space, let the brand mark obey the same system the product does: a logotype 'found' in the customer's own kitchen grid proves the promise instead of claiming it.
Since then
D&AD awarded the identity a Wood Pencil for Branding in 2024, and the full case remains in the D&AD awards archive. The record carries no sales or engagement figures, so this entry makes no commercial claims; the transferable piece is tying a logo's construction directly to the dimensions of the customer's world.
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