The Importance of Identity
No matter the industry, there is no doubt that branding can make a huge impact. The Importance of Identity can often make or break a brand and can set the company up for success.
Most people would believe that a strong brand identity would only be important for large corporations or companies in the creative sector but really this is what separates a good company from a great one.
For the Austin School of Furniture and Design, we felt that the brand identity was one of the most important building blocks needed to get started and be successful.
We started by simply collecting logos and images that we liked. The ideas all seemed to be connected and revolve around the concept of “vintage industrial.”
Consulting an Expert
To develop the perfect brand requires the perfect designer. We knew that there was no one better to help ASFD than Curtis Jinkins from Neighborhood Studio. Curtis creates one-of-a-kind corporate identities for companies of all sizes. He has a unique style all his own and produces branding that evokes feeling and inspiration.
Curtis has created a distinct brand at Neighborhood Studio that subtlely imposes his flare and attention to detail on every logo. When asked to help out with the branding for ASFD, Curtis jumped at the opportunity and ran with the vintage industrial idea.
A Sea of Concepts
It was important to us that the branding for the Austin School of Furniture and Design not only had a “cool” logo but had a color palette and typography to match. We went through several rounds of concepts that represented aspects of what we envisioned as the brand.
The Final Decision
After lots of ideas, sketches, concepts, and revisions we settled on a logo that represented furniture making, design, and our great city. The compass or divider is used in lots of design and construction applications and takes on the shape of an “A.”
The rounded edges of the triangle help to keep the logo modern while touching on the vintage concepts. The colors we went with are also reminiscent of mid-century industrial manuals.