Basically you can see our target group as the high-end interior designer working in hospitality and retail store design (W-Hotels, modern clothing stores like Diesel or Puma, etc.). We keep on looking at Interior design magazines, where the logo has to fit in but shall also pop out more than the majority. If you can realise that through color rather than design, we are open for that, too.
The logo we came up with goes into that direction, but is too boring...somehow doesn't nail it. We look for classy, but also innovative.
The endgrain needs to be in the logo to make clear we do wood products. Be cautious can easily look like a bulls eye!
We also promote it as a very green product as we use the cut offs and this way reduce waste. In the future we also plan to reinvest parts of the sales into reforestation.
Buzzwords: elegant, innovative, (distinctive), green