The Timber Shop produces and sells timber to the size and requirements of their clients needs. After a brand scoping and positioning session; a key direction of the visual identity was a focus on concepts that were modern, bold and visually engaging, breaking from conventional logos in the industry which rely heavily on wooden texture, at times appearing dated. As is my process, I referred to my design library and sketchbook to begin with. Looking at Dutch design catalogues such as Jurriaan Schrofers, covers for the Museumjournaals and Wim Crowel’s Stedelijk catalogues as a reference of shape, colour and clear typographics. I was also drawn to Robundos cover designs due to their use of line and the overlap of shape. After sketching and the development of a chosen concept, the final logo represents both tree and cut timber, making a pallet style pictogram sitting beside the strong emphasis of Futura Bold. Stationery was also created and designed to be minimal allowing adequate room for sketches, note taking and ideas.