Day 10 f the #DailyLogoChallenge - Flint & Flame
Criteria
Flint & Flame, a company dedicated to premium lumber and firewood, had a clear vision for their logo. Their objective is to offer customers products that seamlessly blend durability, performance, and aesthetics while upholding the highest standards of sustainability. Rooted in authenticity, excellence, and environmental consciousness, their core values guided our design process. They sought a logo that exuded geometric masculinity and tradition, embodying their brand's essence.
Associations
Intrigued by the symbology of heat, radiation, wood, and lighters, I embarked on an ideation journey. With a keen focus on shapes, three concepts emerged: 1) a diamond emblem logo seamlessly integrating elongated typography, 2) a perspective cube lettermark formed by intertwining F’s resembling an upward arrow, and 3) a square wordmark with interlocking bold typography representing piled wood logs. In the end, the chosen design eloquently fused a cross-section of a log with a distinctive wordmark and tagline.
Structure
The design's structure accentuates three essential elements. First, a cross-section of a log captures the geometric roundness, displaying concentric growth rings that pay homage to the brand's storied history. Second, the typography choice, Scarlet Wood Script, marries tradition and rugged wood textures with a hint of modernity and youthfulness. This is harmonized with classic American Typewriter Typography, echoing the brand's values. Third, the iconic Ampersand glyph, resembling a lighter, is transformed into a central focal point by adding a flame, which guides the viewer's gaze to the heart of the design, mirroring the concentric rings.
Export
The outcome is a fusion of timeless aesthetics and contemporary sophistication. Through deliberate typography selection, engaging composition, and evocative iconography, a balance that resonates with Flint & Flame's values was achieved. The project's challenge lay in resisting the conventional focal representation of flames and instead focusing on highlighting wood's unique characteristics - its texture, rings, and imperfections. This approach pays homage to the brand's authenticity.
