Brand Design for Haselton Lumber Co.

Haselton Lumber Co. has been milling fine wood products since 1901. Recently, they were purchased by a new owner outside of the family.

The challenge was how to preserve the reputation of the last 120 years while building something that would work for the future and reflect the identity of the new owner.

I used the image of a mill saw with a monogram H, paired with a clear typography that would be a bit vintage and bit timeless.

As the business would be expanding into different markets, I created a simplified version that replace the mill saw with a circle. This maintains the brand recognition while giving the client a cleaner version to use.

I mean, how could you say no to a circle badge when your logomark is a mill saw?

The eagle graphic was developed after learning about the new owner's military service. I used the insignia as inspiration for the eagle and paired that with the historical reference to a two-handed saw. The tooth pattern I choose is call the "Great American."

The client wanted to make a lot of swag, so I designed a lot of tertiary marks and graphics. It's safe to say that this was one of my favorite projects to work on as of late.