Refining the details: behind Deuren’s brand evolution

When you think of a rebrand, it’s easy to imagine sweeping changes. Bold new logos, dramatic shifts in messaging, or even a complete overhaul of identity. But sometimes, there’s no need to reinvent the wheel. And with a subtle tweak of the dials – refining what already works to better reflect the values and offerings of a business – a rebrand can amplify the essence of a brand rather than change it outright. This is exactly what we set out to achieve.

Here, we explore the thinking behind our rebrand, from messaging enhancements to the design rationale for our new logo, and how these changes reinforce our position as the UK’s authority on doors.

For more than 25 years, the Deuren name has been synonymous with quality, craftsmanship, and innovation. But as we’ve grown, we wanted to be sure our communications kept up with our progress and accurately articulated the full breadth and depth of what makes us unique.

Ultimately, the goal wasn’t to give Deuren a new identity. Instead, this was about ensuring our visuals and messaging speak to the right people – not only self-builders but experts throughout the entire self-build supply chain – and convey the precision, craftsmanship, and truly bespoke nature of what we offer. 

Libby Connoly from Lib Works, who played a key role in shaping the updated brand identity, explains: "Deuren’s rebrand was never about wholesale change. It was about refining and amplifying what was already there. Building on all that had gone before and making sure every element spoke directly to the audience. By enhancing the emphasis on craftsmanship, bespoke quality, and technical excellence, we’ve helped bring the brand’s core values to the forefront.”

This evolution also included a subtle update to the visual identity, with a refined logo that reflects our roots, while reinforcing the British craftsmanship behind our quality and the increased level of control and satisfaction our customers experience.

Every door we create demonstrates our dedication to quality and innovation. With this rebrand, we’ve ensured our identity does the same, reflecting the superior attention to detail our clients have come to expect. So, which key elements lie at the heart of the new Deuren?

From sleek sliding doors and perfect pivots to grand glass designs, doors are integral elements that set the tone for a space. That’s why we dedicate ourselves to creating doors that perform as beautifully as they look. With over 25 years of experience, our expert craftsmen combine precision engineering with an artist’s eye for design, giving even the most exclusive builds and renovations an enduring, flawless finish.

With a proven track record in transforming big visions, we:

• Understand objectives. We seamlessly integrate into your project teams, taking time to understand the vision, goals, and parameters of your project.
• Appreciate the details. No element is too small to consider. Every configuration, material, finish, and technological addition is carefully curated for maximum impact.
• Build confidence. By staying ahead of market trends, we continuously innovate, offering a professionally curated portfolio of styles, materials, and finishes that inspire infinite design possibilities.
  

There are no shortcuts to excellence. Every detail is considered, every decision deliberate, and every door is engineered to be genuinely superior.

Proven expertise is at the heart of everything we do. And with a track record of transforming big-picture projects, we understand the significant impact doors can have in both new builds and renovations. Our in-depth knowledge allows us to seamlessly integrate into project teams, working closely with clients, architects, interior designers, and builders to ensure every detail is considered and nothing is overlooked.

Paired with a dedicated project manager, you’ll have access to dedicated support and proven expertise throughout the entire journey. This empowers you to push the boundaries of design while staying grounded in practical, actionable advice, guaranteeing effortlessly exquisite doors that blend form and function in a true-to-you style.

The term “bespoke” is often overused, but at Deuren, we don’t take it lightly. When we say bespoke, we mean it in the truest sense. Each door is an effortlessly unique creation. Whether it’s a standalone entrance or a whole floor of internal doors, every single one is created from scratch to elevate your space beyond traditional made-to-measure options.

From designers to specialist craftsmen, our bespoke process is led by seasoned professionals who know exactly how to bring your vision to life. The result? A door that surpasses your expectations, exuding character, elegance, and performance to set your build apart, while offering unparalleled function to enhance your lifestyle.

Every Deuren door is crafted in the UK, allowing us to maintain complete control over the production process, from initial design to installation. This ensures the highest standards of quality and precision, using only the finest materials, without the risk of delays or rising costs from third-party suppliers. By handling everything in-house, we guarantee a seamless, reliable process that meets our exacting standards and keeps timelines and costs predictable. And, as such a crucial part of our offering, we needed to make this more explicit.

Doug Main, creative director at The Bigger Boat, explains how: “When it came to refining Deuren’s visual identity, it was all about making sure that we had a reference to the 'Made in Britain' part of the brand. We tried lots of different ways of addressing this, but in the end, replacing the existing heraldic design with an obvious nod to the Union Flag made the British connection really clear. This subtle addition emphasises quality, heritage, and the reliability of a single supplier managing every detail from start to finish."

This rebrand is about refining our commitment to delivering truly bespoke, showstopping doors that elevate exceptional homes. And by making our expertise, craftsmanship, and British-made quality clear, you can see the Deuren difference in every detail.

Ready to experience it firsthand? Visit our workshop and let’s create something extraordinary together.