June 16, 2022



Tilemark is a new Swedish design company which has developed a technique that combines new technology with timeless craftsmanship. Ceramic tiles will be designed and manufactured according to customers’ wishes. The launch took place at the Stockholm Furniture & Light Fair in February 2017. At the same time, a design collection was released, created by the renowned design studio Form Us With Love.

It was a very inspiring naming process together with Michael Hammar. We had been given a clear and straightforward briefing, where we worked out of four strong core values: simplicity, curiosity, duration and quality. We created many names – from independent and pleasant-sounding name suggestions to the clear and descriptive. The further the process went on, the clearer it became that it was precisely the latter type of name that best suited the whole concept they aimed to achieve.

The clarity and simplicity of the direct communication made that it finally land in the name Tilemark. We had some concerns about whether it would be able to protect the name legally from a trademark perspective, but it turned out that with the right trademark strategy it all went fine.

Both in the part relating to patents and also in trademark law we cooperated with our sister company Groth & Co.

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