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Exotic Wood: Branding and logo design for Ottawa furniture designer

Exotic Wood is an established Ottawa furniture designer and manufacturer. Initially, the company concentrated on working with wood but have since expanded into other materials. Although the offering has expanded, changing the name was not up for discussion due to its existing equity. We decided to use what could be seen as a potential limitation of the name to instead spark discussion. To accomplish this, metal business cards were created to provide contrast to the company name, and highlight the other materials used.

Branding for Furniture Manufacturer Exotic Wood by Ottawa Graphic Designer idApostle

Metal business card

Logo for Furniture Manufacturer Exotic Wood by Ottawa Graphic Designer idApostle

Logo: Shown with a texture fill

Exotic Wood doesn’t create Colonial style furniture and the branding was to reflect their minimal and modern design aesthetic. The logo uses an abstract E to form a block of wood out of the hexagon. The logo and type were designed to sit multiple ways to reflect the three-dimensional quality of furniture and mimic it being viewed from various perspectives. When turned, the logo can be read as a W, and even a table can be seen when it is turned sideways.

Sketch for Furniture Manufacturer Exotic Wood by Ottawa Graphic Designer idApostle

A few of the rough sketches exploring how the E letterform could be manipulated.

Wood Block Samples for Furniture Manufacturer Exotic Wood by Ottawa Graphic Designer idApostle

Wood block samples taken from the design presentation deck. These blocks are essentially a three-dimensional version of the logo.

Logo and Services Lockup for Furniture Manufacturer Exotic Wood by Ottawa Graphic Designer idApostle

Rather than create a tagline, we chose to use a short list of six words that both describe the services and materials.

Two Sets of Business Cards

Metal business cards were designed to be a conversation piece—something that would create a memorable moment. Wooden business cards were also produced to provide an economical option when handing out cards en masse.

Metal Business Cards for Furniture Manufacturer Exotic Wood by Ottawa Graphic Designer idApostle

The metal cards are etched and carved using cosmetic grade, 300 microns, rolled stainless steel. More information and photos for these metal cards can be seen here.

Wooden Business Cards for Furniture Manufacturer Exotic Wood by Ottawa Graphic Designer idApostle

More information and photos for these wooden business cards can be seen in this post.

Website for Furniture Manufacturer Exotic Wood by Ottawa Graphic Designer idApostle

Website for Furniture Manufacturer Exotic Wood by Ottawa Graphic Designer idApostle

Exotic Wood Website (WordPress)

Deliverables: Logo, wooden business cards, metal business cards, and website.

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