See the attached images. These are the type of Contractors who would be apart of Craftsman Republic. Think about the everyday blue collar man with the tool bag and is ready to get to work.
A few important things to remember:
Evoke a feeling
logo has detail within detail within detail
A highly intricate brand, with the feeling that the brand was revised over many generations
A brand that would translate to multiple media/mediums: shirt, match book, whiskey flask, business card
looking 50’s era designs
being scary, making the man look like he is violent
cartoonish, slapstick, comic imagery
using a house, lightening bolt
Avoid clip art. Only uniquely created imagery
The winning design may have the opportunity to work with us to create our branding strategy. It might include creation of other branding materials like shirts, signs, website etc.