LOGO DESIGN / Monogram over name.
Branding iron developed for branding wood pieces.
WEB DESIGN / Template, layout, colors, typefaces shown in homepage.
Design for business card, front and back
Joseph Hoover at work carving.
Identity for an artisan woodworker.
Project Need
A visual identity and logo were needed for a furniture maker’s professional practice. The identity needed to be applied to his business card, letterhead forms, and an actual branding iron to mark his pieces.
Brand Concept
Joseph Hoover Furniture provides custom woodworking and restoration services for individuals, churches, antique dealers, corporate offices, and other organizations.
His deep understanding of design styles is evidenced in his work and knowledge of historical period furniture, architecture, and tools shown in his blog post writings which he humbly calls, Sticks and Glue.
Design Response
For the web presence, guidance was given on WordPress template selection, typeface, and color palette choices.
The monogram designed for his logo emulates the personal marks of celebrated Arts & Crafts and Secessionist makers. Vermillion was selected as the primary brand color to recall historical uses in painted furniture and the famous FLW mark.