• C$300

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• 78 designs

• 48 designers

Logo Design Brief

Overview
CRAFT Living is the parent brand behind a portfolio of wood flooring brands, including CRAFT Artisan Wood Floors (www.craftfloor.com) and UrbanWood (urbanwoodfloor.com). It represents the company at a corporate level—bringing together manufacturing, design, and brand leadership.

Objective
Develop a distinctive logo for CRAFT Living that establishes it as a credible, design-forward corporate brand.

The solution should feel considered, confident, and built to last—something that can anchor the broader brand system over time.

Design Approach
The logo may be a pure wordmark or may incorporate a subtle, integrated graphic element
Focus on creating a strong visual language within the typography itself
If a concept is introduced, it should feel embedded—not applied

As a reference point, consider how brands like IBM create distinctiveness through structure and treatment within the letterforms, rather than relying on separate icons.

There is also an opportunity to explore how the dendro (growth ring) language—central to the CRAFT brand—could be interpreted within the wordmark itself. This could be expressed through linework, segmentation, or subtle patterning within letterforms, rather than as a literal or standalone symbol.

Avoid literal interpretations; think in terms of structure, rhythm, and system rather than symbol.

Relationship to Existing Brand
Refer to the CRAFT Artisan Wood Floors identity as a foundation.
The dendro concept is an important part of that visual language and may be carried through into CRAFT Living in a more restrained and refined way. Any reference should feel integrated and understated, not dominant.

CRAFT Living should feel connected, but not equivalent. It sits above the product brands as a corporate layer, and its identity should reflect that hierarchy.

Hierarchy Consideration
The CRAFT Living logo should not compete with or overshadow the CRAFT brand identity.

It should feel more subtle and restrained, reinforcing its role as the corporate brand behind the portfolio rather than the primary product-facing identity.

Tone & Characteristics
Structured and intentional
Modern with a sense of permanence
Design-led, but not decorative
Confident, not minimal for the sake of minimalism

What to Avoid
Overly literal or thematic interpretations (e.g., obvious wood textures or clichés)
Logos that rely on standalone icons disconnected from the name
Styles that feel overly rustic or overly generic
Trend-driven design that may not age well

Logo Text

CRAFT Living

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