REBRANDING AND MARKETING
My Role Creative Direction, Design
BRAND
I've been a designer long enough to know that before moving forward with any design project, I need to have the branding dialed in. And, at Woodsman, the branding was all over the place. In some places, the green and purple original logo from 1983 was being used. In other places, the dark green and grey modern redesign was on display. And, on the building, there was a lighted sign version of the original logo, big and bright.
Original Woodsman Logo 1983
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Modernized Logo Redesign 2020
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Woodsman Showroom Exterior
My first instinct would be to stick with the newer logo only because the old logo is pretty bad and although the new logo lacks personality, it works and would be a fine choice. It was already being used on all the business cards, vinyl signage, merch, social media, and the website.
But, I knew the executive team was not interested in purchasing new signage for the building. And, what was on the building looks nothing like the newer logo. SO, that 2020 logo redesign had to go. Since we were keeping the signage, I knew whatever I made needed to look similar enough to it for people to recognize that it is us. The executive team also insisted we keep our stylized large "W" and the color purple.
Using the current signage on our building as my starting point, it is a hellanistic serif font with the stylized "W" above it, I began to get curious about my end point. So, I dove into WHO we are at Woodsman. I wanted to have a solid understanding of where I was trying to go with the brand. So, I made a list of our traits.
But, I knew the executive team was not interested in purchasing new signage for the building. And, what was on the building looks nothing like the newer logo. SO, that 2020 logo redesign had to go. Since we were keeping the signage, I knew whatever I made needed to look similar enough to it for people to recognize that it is us. The executive team also insisted we keep our stylized large "W" and the color purple.
Using the current signage on our building as my starting point, it is a hellanistic serif font with the stylized "W" above it, I began to get curious about my end point. So, I dove into WHO we are at Woodsman. I wanted to have a solid understanding of where I was trying to go with the brand. So, I made a list of our traits.
Right off the bat I noticed that we were a respected, skilled, and trusted company with a logo that didn't fully represent that. Especially our "W". When I listed it's qualities, it became crystal clear how opposing our "W" was to our traits.
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WEB
SOCIAL
ADS