I needed a logo to put on the bottom of my boards. 6 months down the line if a customer forgot where they got the board, and they needed to buy a spare part, or wanted to recommend me to their friends, having a (literal) brand on there would be critical. I contracted a local design firm whose identity work I had been impressed by, Design By Seeing.
I’m really like the work done, I think the new logo is simple but still has a lot going on symbolically. I’ll let Brooks of Design By Seeing elaborate:
The new Boardcrafting identity takes its inspiration from the Middle Ages crafts guild and re-imagines it in the modern context. We looked at what Shandy was doing, crafting these fine pieces of art with lasers and modern technology, and saw an interesting story to tell.
Boardcrafting is rooted in playfulness and story, it’s about creating thought-out and beautiful frameworks for your imagination to roam in. So we wanted the identity to have that same quality as well. The shield and symbols hearken back to a time when trades were regularly defined by their tools. Drawing imagery from this period imbues the identity with cultural authority, communicating establishment and authenticity. This inspiration is also a nod to Boardcrafting’s roots in Settlers of Catan, which takes place in a time of similar feeling.
But there’s a sense of playfulness, too, as this historical language is juxtaposed with a laser and unusual typesetting. Choosing the type was difficult – it had to be premium and speak to refined yet handcrafted quality. We chose Brothers, a typeface that feels handmade itself, and embodies a certain working class ethic. The asymmetrical composition breaks from the strength of the shield to be more exciting, ownable and artistic. It is a reserved, engineered, yet expressive flourish.
We’re honored to have been able to create this identity for Shandy, whose passion for quality and capacity for imagination show through his inspired work. We would gladly trade sheep for a wood with him any day.