01
Forma
Client
Client
Forma
Forma
Type
Type
Visual Identity
Visual Identity
,
,
Naming
Naming
Year
Year
2026
2026
About
About
The visual identity builds on that idea through illustration paired with dynamic typography, telling the story of objects as they evolve over time. Every piece carries a history, and through restoration it gains a new purpose. Rather than focusing only on furniture, the brand celebrates the ongoing relationship between material, function, and transformation.
The visual identity builds on that idea through illustration paired with dynamic typography, telling the story of objects as they evolve over time. Every piece carries a history, and through restoration it gains a new purpose. Rather than focusing only on furniture, the brand celebrates the ongoing relationship between material, function, and transformation.
Credits
Davor G. Zelic
Art Direction, Motion, Design, Illustration
Quote
One of the biggest misconceptions about branding is that it's mostly visual. In reality, the most important decisions often happen long before a logo is designed. Renaming Golden Hour to Forma wasn't about making the brand sound more modern. It was about finding a name that better reflected the business and gave it room to grow. Once that decision was made, every other part of the identity became more focused because it was built around a clear idea instead of aesthetics alone. Projects like this are a reminder that good branding isn't about adding layers. It's about removing uncertainty until the business can communicate with confidence. When the foundation is right, everything that follows feels intentional.
Davor G. Zelic, CEO
Credits
Davor G. Zelic
Art Direction, Motion, Design, Illustration
Quote
One of the biggest misconceptions about branding is that it's mostly visual. In reality, the most important decisions often happen long before a logo is designed. Renaming Golden Hour to Forma wasn't about making the brand sound more modern. It was about finding a name that better reflected the business and gave it room to grow. Once that decision was made, every other part of the identity became more focused because it was built around a clear idea instead of aesthetics alone. Projects like this are a reminder that good branding isn't about adding layers. It's about removing uncertainty until the business can communicate with confidence. When the foundation is right, everything that follows feels intentional.
Davor G. Zelic, CEO
