Logo Development

According to the client, they liked the shape of their current logo, but didn’t want it to imply that the company strictly produced log furniture, but several “home goods” as well. Therefore, the client suggested a “craftsman style” logo, with the usage of the color brown or the texture of wood. Their original tagline was “Crafting and purveying home furnishings (or “the lodge lifestyle”) since 1988”, and they wanted it updated to something with the words, “Local”, “Montana”, “1988”, or the phrase “been in business”.

Inspirations for the design came from several avenues relating to “craftsmanship”, including chiseling, furniture, house icons, acronyms, isometrics, and other wood-related depictions. Light and dark colored wood contrasts were tested, round and square layout options were created in contrast to the triangular house shape, several typography pairings were sampled, and the company’s tagline was rephrased through several rounds of logo revisions or refinements.

Final Proofs

The logo designs were then pared down to three different layout options and typography choices, and five different options of logos for the client to choose from. The options included a house mark, an acronym, a texture, an action, and a craftsman’s tool, combining the client supplied inspiration with their directions for adjustment. The first logo option was deemed the “favorite”, displaying a message of experience, with a friendly, yet refined, image that is easily recognizable to customers.