Longleaf Home Branding

Longleaf Home Hero Logo

Overview

Longleaf Home is a remodeling, repair, and custom carpentry shop in the Charlotte area specializing in kitchens, baths, living spaces, and bedrooms. Although the company is new, the folks at Longleaf have years of experience to give homes the love they deserve.

The branding for Longleaf Home speaks to the precision of custom woodwork while invoking imagery of the titular longleaf pine – an iconic tree of the Southeastern US and coastal plain.

 

Typography & Logo Sketches

The logotype needed to feel precise, yet clean and familiar. A large badge will be used for most applications, but the logo should reduce cleanly across multiple applications and still be recognizable as Longleaf Home – in typography, color, and stylings.

Longleaf Home Logotype Sample Sketches

Early concepts incorporated a longleaf pine into the mark, playing off the height and skinny composition to make something architectural, maybe slightly outdoorsy.

Longleaf Pine Tree Sketches
Longleaf Home Rough Sketches
Longleaf Logo Lockup Rough Sketches
 

Logo Explorations

Plenty of compositions were illustrated with special attention given to the mark itself. Complexities of a real tree were reduced to simpler geometric forms.

Longleaf Home Simple Type Variations
Longleaf Home Type Lockup Thin Logos
Longleaf Home Type Lockup Logos
Longleaf Home Simplified Tree Badges
Longleaf Logo Badge Variations

The final mark reinforces ‘home’ with a stylistic A-frame as part of the badge.

Longleaf Logo Badge Variations Semifinals

A selection of the more refined elements and pieces from the Longleaf Home process.

Longleaf Home Logo Variations
Vector Pine Tree Pattern
Green Color Swatches
 

Final Logos

The completed badge can be deconstructed back into its original form, and even paired with the logotype in an abbreviated form.

 

Brand Building

In addition to standard logo wear and collateral, the business card is a bit more unconventional: a double-sided wooden nickel. Logo/badge on one side, contact info on the other – it’s a nice handmade touch to highlight the carpentry and craftsmanship.

Longleaf Home Embroidered Polo Top

Embroidered polo top casual work wear

Longleaf Home Distressed Logo Baseball Hat
Longleaf Home Organic Cotton Logo Shirt

Recycled shirts made with environmentally friendly organic cotton

Longleaf Home Logo Pigment Trucker Hat
Longleaf Pine Wooden Nickel Business Card
Longleaf Home Distressed Logo Dad Hat
 

Wrapping Up

Geometric simplicity has always been a love for me. The nature × home motif work well together and allow lots of flexibility across many applications. Excited to see where this goes in the future. Thanks for reading!