Carpenter Custom Hammers & Hatchets

Carpenter Custom Hammers & Hatchets is a craftsman that welds and shapes custom chain-handle tools. The founder settled on a self-portrait emblem for his logo to highlight his relationship as the sole workforce behind the brand. The portrait helps to make both the internal process of crafting the tools and the external process conducting business with the company a more intimate one. The woodcarving style of the illustration and ornamentation of the emblem instill a vintage and hands-on experience.

As a viewer, you are reminded of trades workers who provide you handcrafted products and tangible, material results. Using this mindset, the target audience is both reassured and comforted that the person they are doing business with will give them the personalized attention and carefully crafted products they seek to customize. The main color scheme for the logo is black and white to help call back to illustrated, mass-printed advertisements in the American Frontier, where services and storefronts were intimately direct with the ones doing the work. The portrait was modeled after the owner, and the pose dynamic and robust to reinforce the manual effort of blacksmithing and welding.