Introducing a Refreshed Grand Rapids Chair — A Focus on Human Connection
Grand Rapids Chair Company is excited to announce a refreshed brand, placing an emphasis on embracing creativity in spaces that nourish human connection.
We look to our surroundings for inspiration and connection. The best spaces create moments for community and rejuvenation. With joyful design and well-crafted products, Grand Rapids Chair empowers you to nourish connection and creativity in your space. With this mindset at our core, Grand Rapids Chair is excited to introduce a purposeful brand refresh to resonate with creative minds that craft spaces for human connection.
Allow us to (re)introduce ourselves.
At Grand Rapids Chair, we develop furniture that nourishes connection and creativity for spaces that bring people together.
Welcome to Grand Rapids Chair.
You're in good company.
Be Our Guest
Hospitality is often cited as a source of inspiration when designing interiors — in other words, highly creative spaces that push boundaries and act as an extension of the brand experience. With roots in restaurants, our brand refresh aims to be inclusive of hospitality-inspired spaces of all forms. From trendy restaurants to campus gathering places and today’s open offices, Grand Rapids Chair products act as the perfect complement to your overall design.
Cafe
More than a drink or meal, it's the authentic feeling of connection.
Hub
Buzzing communal areas draw people in, creating a powerful hub for connection.
Between
Create opportunities to gather, even when traversing the spaces between.
Fresh Air
Less about escape and more about wellbeing and human connections.
A Refreshed Visual Expression
A Logo With Purpose
Our logo presents a fresh graphic expression while maintaining continuity with previous iterations bringing Grand Rapids Chair into a modern light. The new design features a circle — while the circle subtly evokes "Co" within "Grand Rapids Chair Company", more significantly, the circle symbolizes connection, aligning with our commitment to supporting spaces for connection.
A Palette Inspired by Ingredients
With core colors of black and white, GRC continues to be timeless and versatile. Our new accent color story is inspired by ingredients, paying homage to our roots in the restaurant industry. Reflecting elements from nature, our palette embodies a natural aesthetic, resonating with biophilia and the wellness benefits of connecting with the natural world.
The result is a wash of natural color with a touch of modernity that creates a palette that is as colorful as our furniture options.
Improved User Experiences
To complement our refreshed brand expression, Grand Rapids Chair has focused on the improvement of user experience by developing a digital platform that fosters exploration, seamless interaction, and moments of inspiration that spark joy. As delight seekers engage with our new interface, they will effortlessly discover comprehensive product information, including pricing, lead times, 3D symbols, and a plethora of inspirational content, facilitating a smooth and enriching browsing experience.
Reach Your Destination
Whether you are exploring new products, gathering inspiration, or already have a clear idea of what you need, our improved site navigation allows for effortless browsing. Products and their options are now grouped under a single product family page, while enhanced filtering options help you find the perfect products for your project.
Newfound Convenience
Access the information you need when you need it. While navigating our product listing pages, hover states provide quick access to popular product resources, eliminating the need to enter individual product pages. Additionally, product pages feature comprehensive details and specs for a more informed decision-making process.
Encounter Inspiration
Experience moments of inspiration around every corner. Our blog now includes improved search and related articles with each post. An expanded gallery provides filtering options for a more immersive experience. Across the website, imagery now highlights details, featuring featured products and finishes to guide your inspiration.
Pull up a chair — We're happy you're here
As a second-generation, family owned Michigan business, authentic relationships inspire us to enable your success. As we (re)introduce ourselves, we invite you to join us in shaping spaces where meaningful connections thrive and creativity flourishes.
