Brand Identity Design
2022 This is the logo design for Williams Woodcraft, a woodoworking business local to the Charlotte area in North Carolina. This project encompassed logo design and the selection of a color palette for use in social media and web contexts, as well as application on various articles of merchandise.
The Opportunity
For this project, I was commissioned to create a visual identity for a woodworking business based in Gastonia, North Carolina, that creates custom wood dining tables, coffee tables, benches, and other wood crafts. The identity needed to communicate integrity with a timeless, personal, and friendly tone.
The Process + Solution
To capture the friendly and personal nature of the business and adhere to the client’s request for a timeless tone, I determined that the visual identity needed to be simple and approachable. The created lettermark utilizes the unique triangular serifs of the typeface to allude to hardware, directly tying into the services that Williams Woodcraft provides. This straightforward approach allows viewers to easily recognize the offerings of the business. The color palette incorporates a rust color to convey a warm and established feeling, as well as several greens to allude to the flora that is so vital to the business. The colorways also include a dark grey and beige as options for greater contrast within the palette.
Design work by Lindsay Blumenfeld. Images used for mockups are not my own.