There are a lot of logging and forestry companies up here in Northern Michigan, but not quite so many are synonymous with quality, honesty and hard work as Rex Renwick & Sons. The company was in need of a fresh logo for use on upcoming marketing strategies including a website, new business cards and t-shirts. Their business has two facets—they haul logs which (trucking aspect of the business) and they produce and harvest logs with heavy machinery (forest products side).
After a couple of rounds of logos, they chose the logo here that focuses on the R of Renwick and the name, rather than imagery of trees, forests, or machinery. The dominant R is very much a reflection of the simplicity and honesty you get when working with Rex and his company. While searching for an appropriate typeface, I came up with this description of what I needed:
"Looking for a font that's manly but not too modern; western but simple; John Wayne meets Jack White kind of feeling but not too rock n' roll..."
Sometimes the path of the deisgner forces us to articulate our vision in very descriptive ways. Anyway that analogy up there pretty much describes what kind of person Rex is, what kind of business they run, and where they run it. We needed the logo to be simple, strong, convey an "up north and approchable" kind of vibe, all while keeping in mind that Rex needed a "John Wayne" look and feel. That was his wife Deb's description :)
I look forward to screen printing t-shirts, making them new business cards and creating a web presence for them in the upcoming months.
i love this dani!
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