Gordon White Lumber has provided for customer's home improvement needs for generations. In 2018, we are taking a pause to reflect and to focus on our own brand improvement.
We're ditching a logo we've used for a bazillion years. And we're revamping our website, visuals, and brand messaging. We're embracing the traditional values of the 1940's and 1950's (but not the creepy ones) as the "golden era" of American work ethic, civility, integrity, and community involvement.
Plus, we're getting those little brass bells that hang on the door and jingle when customers walk through. It's all about the warm feelings of nostalgia. The feels you'd get if you rode across town to the lumber yard in your grandpa's truck.
We're asking designers to not default to hipster/vintage. We're a small chain of 6 locations in small towns of 5,000 pop. or less but we also don't want to be cliche.
Also, we'd like this logo to go on trucks, shirts, and more in print so flexibility is key.
We're asking designs to completely avoid shading, more than two colors, and shadows or feathering of edges. Also, no stenciling fonts unless bespoke to your design and it can be justified based on our design brief and values. Finally, ask yourself at the final design, would your grandparents "get" this logo? While our target demo isn't necessarily older generations only, it is definitely their generations after who still hold deep affection for their time and may even still live in the small town they grew up in.
At the same time, we're not seeking vintage. We're seeking solid, strong, venerable, easily recognizable, bold and confident, and classy but not fancy.
If you Google "Lumber yard logo".... well, basically never do that because it's awful. We hope to award this prize to a designer who creates a logo that just looks great. Not "looks great for a lumber yard."
And to continue working with them over the long-term.
Also, no trees in design. I know. I'm sorry. I'll stop now.