White Oak Workshop Logo

My favorite projects often end up being the small personal projects for friends. I don't think this is a unique sentiment; there's a lot of pride and love that goes into creating something that's going to represent your friend and the brand they're trying to establish.

I created this logo for my buddy Sam and his woodworking company, White Oak Workshop. I traded it for a handful of custom-made picture holders for around the house.

Sam's a great guy and an excellent craftsman - he need something that was honest and direct, reflecting his work and his personality. He also needed a very simple icon that he could brand into his pieces as a signature.

There was definitely a challenge in creating a mark that didn't read as the word "wow". By moving the "O" into a secondary element and repeating the "W" shape, we created a very abstract wordmark that can take on different meanings to different people.