The idea for the Woodland Works logo originated with the desire to symbolize the two most foundational characteristics about the brand;
- a Swedish company
- who sells wood products
The logo we ended up doing both, it symbolizes leafs on a tree, and the cross from the Swedish flag.
We found the symbolism to wood products by looking at nature. We explored uses of wood, trees or forest, to represent the wood products. And how are these represented in digital marketing circa 2015.
This is represented in the leaf shape of the logo. Another angle we explored was having the logo in a wood pattern.
To symbolize Sweden, one of the things I looked at was the Swedish flag. It’s one thing to add a Swedish flag to marketing, it’s another to incorporate it directly, but discretely, in the logo.
I attempted to do so by positioning the leafs with enough dead space between and using shadow, I attempted to symbolize the cross from the Swedish flag.
One of the uses for the logo would be on social media. As avatars on these platforms are usually round, I wanted to adapt the logo to play into this.
In 2020 I made a re-imagination of the logo, incorporating the original restraints and ideas, attempting to make what I had originally intended to, but due to time retrain and skill level, was not able to.
Tools of the Trade
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