Hand Eye Mind: Branding & Identity
“The plane is the most complex - as well as one of the most important - tools which the woodworker uses, and a high grade of skill is necessary to keep it in order as well as use it properly.” - Charles A. King
Over the past few weeks I have been working on branding my brother’s new carpentry company, Hand Eye Mind. The aim is to create an identity which will reflect the quality and craftsmanship of his bespoke, handmade products. The initial stage has been to produce a simple one colour logo (or mark) which will work across a variety of mediums - from stamps marking the bottom of wooden pieces to a logo in the header of a website.
As a starting point I looked at the hand tools used by my brother - specifically the plane - which requires a lot of skill to use. When properly set-up and used, the plane produces clean, straight cuts while round, curled wood shavings stream off the blade. This has been my main source of inspiration for the final logo.
I can now move forward by deciding on an appropriate typeface and colour scheme for the brand, and start designing stationary and a website for the company. Check out the Hand Eye Mind blog to see his work and the development of his up-and-coming workshop.