Identity / The Makeshit Craftsman
BY DANIELLE WILLIAMS /
CHIEF DESIGN OFFICER
Columbus, Ohio has an amazing mixture of businesses, startups, engineers, scientists, restaurateurs, activists, and creatives all living and working in the same place. It really is exciting to be a digital branding studio in a city full of people that are always pushing to innovate and express themselves. We want to help those passions succeed.
Que Bob Snow. During the day Bob works in Columbus as an engineer. With a Master of Science (M.S.) in Energy and Mineral Engineering from Penn State, he knows his stuff.
I've known Bob for a few years now, and whenever I visit him and his girlfriend's home, normally for a killer themed dinner party, there is normally a cool new piece of furniture, light fixture, or decor piece that instantly makes me wish I had it myself. Here's the beauty of the situation though: Bob makes all these beautiful pieces himself. In his basement is a humble but powerful collection of tools that he has used to make live-edge side tables, a petite roll top desk, a wood + edison bulb beam chandelier, and many other swoon worthy projects.
So when Bob asked for some help shinning a little more light on his woodworking passion, I was in.
One of the hardest parts with creating an identity is figuring out the best way to combine personality, industry, and engagement all in the correct proportion.
For this project we were asked to help in brainstorming and selecting a name for Bob's carpentry endeavors. Using his laidback and spunky demeanor as inspiration, we landed upon The Makeshit Craftsman. This name comes from a play on the phrase "makeshift," because Bob uses carpentry as his moonlight creative outlet. And of course "craftsman" because in addition to engineering he also wields a mean saw blade.
In short, Bob Snow is an engineer, craftsman, and carpentry shitmaker.
For his identity we combined the classic feeling of a woodworking badge fastened to a piece of furniture and mixed classic and contemporary typefaces to create a look that felt new, but familiar.
Space Mono was developed for editorial use in headline and display typography. The letterforms infuse a geometric foundation and grotesque details with qualities often found in headline typefaces of the 1960’s. This typeface is reminiscent of early CAD diagrams and building schematic typefaces. It’s quirky shapes make it a bold and engaging headline typeface.
Volkorn was intended to be a quiet, modest and well working text face, just like craftsmen. It has dark and meaty serifs that make it feel chiseled but welcoming. “Vollkorn” (pronounced “Follkorn”) is German for “wholemeal” which refers to the old term “Brotschrift.” It stood for the small fonts for every day use in hand setting times, which makes it a great choice for body copy and headlines alike.
Both of these beautiful fonts are available on Google Fonts.
Brand and identity guidelines are staples to creating a consistent impression. Never underestimate their value.
At cheers we provide identity guidelines with any logo we create. These guidelines include some high level messaging to stear your brand's voice, brand colors and specs, suggested typefaces for print and digital usage, and of course your logo variations. Because Bob's identity will be living mostly on Instagram at the moment, we created a social icon that was created specifically for small spaces and screens. It works best as a profile image and utilizes a Makeshit Craftsman monogram on a textured saw blade.
Speaking of texture. One of the staples of Bob's brand is the monochromatic wood pattern. This pattern comes directly from the natural textures of wood grain. With the slightly distressed finish of the illustrated line work, the pattern combines an authentic industry quality with a digital application of a social profile icon.
From the sounds of it, Bob liked what we did:
"I'm absolutely in love with my logos. You do great work."
Bob is just getting started with chronicling his woodworking adventures so be sure to follow him over on his Instagram @TheMakeshitCraftsman. And if you are looking to collaborate or have a funky piece of your own, make sure to reach out to him. We're sure you won't be disappointed adding a Makeshit Craftsman piece to your life.