When a customer enters your business premises, the surface materials say more about your brand than you might think. Every surface, whether it's a reception desk, a wall panel or a furniture door, conveys a message about your company's values and identity. The importance of surface materials in branding has grown significantly in recent years as companies look for new ways to differentiate themselves from their competitors. Well chosen and executed surface solutions create a cohesive visual experience that stays in the minds of customers and visitors. In this article, we'll look at how you can integrate your brand into your surface choices so that the end result is both visually striking and practical.

Why are surface materials an important part of brand identity?

Surface materials are a tangible expression of your company's brand identity. They immediately convey a visual message about who your company is and what values it stands for. High-quality, carefully selected materials communicate professionalism and attention to detail, while bold and innovative surface solutions communicate creativity and open-mindedness.

For example, technology companies often prefer clean, shiny and minimalist surfaces to communicate progressiveness and efficiency. Similarly, brands that emphasise a natural approach may choose wood veneers and other natural materials that resonate with their values.

In restaurants and hotels, the importance of surface materials becomes even more important. A luxury hotel can express its brand with skilfully crafted with composite panels and high-pressure laminates that create an impression of timelessness and luxury. They can also be used to effectively separate spaces or create a cohesive feel across multiple locations.

Strategic use of colours and textures

Consistent use of the brand's colour scheme in surface materials is one of the most effective ways to reinforce visual identity. Colours have a strong influence on the emotions and images that are created in a space. Blue evokes confidence and professionalism, red energy and passion, green naturalness and growth.

In addition to colours, textures also have a significant impact on the atmosphere of a space. Glossy surfaces create a modern and clean look, while matt surfaces add warmth and cosiness. Rough or textured finishes can add interesting variety and tactility to a space.

Your choice of surface materials so that they work harmoniously together, but at the same time communicate the core values of your brand:

• Use the main brand colours at strategic points, such as entrances and customer service points
• Make use of neutral tones in backgrounds and complement them with accents of brand colours
• Combine different textures to create visually interesting ensembles
• Consider the effect of lighting on colours and textures

The potential of customised surface materials

Modern surface materials offer almost limitless possibilities for creating an individual look. From high pressure laminates and For Kerrock composite panels can integrate company logos, graphic elements or even shapes that are a recognisable part of the brand image.

The development of digital printing technology has made it possible to fully customised surface materials that can be used to create unique and distinctive spaces. Large image surfaces, repeating patterns and even photographs can be printed onto the surface of letterpress laminates, opening up a whole new dimension of branding.

Composite panels, on the other hand, offer the possibility of three-dimensional realisations. They can be CNC machined to create, for example, embedded logos, patterns or texts. The material can be seamlessly combined to create impressive, uniform surfaces.

The veneer surfaces can also be customised to match the brand. Tinting, staining and different finishes on special veneers allow you to create natural but branded wood surfaces.

How to combine functionality and brand image?

While visual appeal is important, the choice of surface materials should also take into account their functional properties. The ideal surface material will reflect the brand while meeting the practical requirements of the space in terms of durability, cleanability and acoustics.

In public spaces, the wear resistance of materials is of paramount importance. High-pressure laminates and other high-quality surface materials offer excellent wear resistance while maintaining their visual appearance year after year. The choice of materials should also take into account the intended use of the space:

• In restaurants and kitchens, the emphasis is on hygienic and easy-to-clean surfaces
• Lobbies and waiting areas can emphasise visuals and first impressions
• In office spaces, acoustic properties and ergonomics are important

An excellent example of combining functionality and brand image is healthcare facilities, where hygiene is an absolute requirement. However, even in such spaces, a warm and branded look can be created by using the right surface materials, such as antibacterial laminates in pleasant shades.

Creating a coherent look across different spaces

The consistent implementation of a brand identity in different spaces requires careful planning. A good strategy is to create a materials package that contains the basic elements of the company's brand image, but can be flexibly adapted to different spaces and uses.

Building a coherent look can be based on principles such as:

• Define certain key elements that are repeated in all spaces (e.g. brand colours, logos, material types)
• Create a flexible system that allows variation according to the use of the space
• Make sure that transitions between different spaces are natural and consistent
• Pay attention to details such as seams and joints

Often, the best results are achieved by combining different surface materials in a thoughtful way. For example, a chain of stores may use the same materials and colours in all their outlets, but apply them in a way that suits local conditions. This creates a recognisable look and feel that is always fresh and appropriate to the location.

The planned use of surface materials in branding can be a significant competitive advantage. We offer a wide range of surface materials that allow you to create spaces that match your brand identity without compromise. See the surface material and branding projects we have completed and help you find just the right solutions to support both the visual appearance and the functional requirements of your space.