Made + Reclaimed
LOGO & BRAND BOOK
Made + Reclaimed is a New York based business that creates home goods using repurposed materials. M+R contacted me in regards to creating a logo and preliminary set of brand guidelines. In bringing this to life, I focused on the sophistication and softness of the goods themselves which ranged from planters to macrame hangings.
The primary thought behind Made + Reclaimed's product line is pulling inspiration from craft materials that are readily available and repurposing them into something new. In initial logo sketches and explorations, I focused on organic and simple craft materials for inspiration, like rope, sea glass, and stones. I pulled muted earthy and pastel tones. Eventually we settled on a knotted rope for the logo, which in itself represents the idea of repurposing.
I decided that photographic and realistic textures would feel appropriate and sit next to other brand assets nicely. The brand book suggests using a photographic direction that is muted and organic, that will allow the goods themselves to shine. I implemented the Univers type family for this brand, as a structurally solid but somewhat subdued typeface was needed that would not overpower existing design elements. I also wanted to pair the soft shapes and colors of the logo with a more rigid, masculine typeface.