Tuesday, 4 March 2014


The occupation Amy and I were given at the beginning of the day was a Carpenter. 

Initially we looked into the definition of the occupation given to give ourselves a broader understanding of the topic at hand we were dealing with, allowing us to research into it more giving us inspiration and a direct focus within the brand we intend to build. 

Definition & Background Information:

carpenter |ˈkärpəntər|
a person who makes and repairs wooden objects and structures.
verb [ with obj. ] (usu. be carpentered)
make by shaping wood: the rails were carpentered very skillfully.
• [ no obj. ] do the work of a carpenter.
ORIGIN Middle English: from Anglo-Norman French, from Old French carpentier, charpentier, from late Latin carpentarius (artifex)‘carriage (maker),’ from carpentum ‘wagon,’ of Gaulish origin; related to car.

Carpentry is a skilled trade in which the primary work performed is the cutting, shaping and installation of building materials during the construction of buildings, ships, timber bridges, concrete formwork, etc. Carpenters traditionally worked with natural wood and did the rougher work such as framing, but today many other materials are also used and sometimes the finer trades of cabinetmaking and furniture building are considered carpentry. 

Tradesmen in countries such as Germany are required to fulfill a formal apprenticeship (usually three years) to work as a professional carpenter. Upon graduation from the apprenticeship, he or she is known as a journeyman carpenter.

After working as a journeyman for a while, a carpenter may go on to study or test as a master carpenter. In some countries, such as Germany and Japan, this is an arduous and expensive process, requiring extensive knowledge (including economic and legal knowledge) and skill to achieve master certification; these countries generally require master status for anyone employing and teaching apprentices in the craft. In others, 'master carpenter' can be a loosely used term to describe any skilled carpenter.

Fully trained carpenters and joiners will often move into related trades such as shop fitting, scaffolding, bench joinery, maintenance and system installation.

Type of Carpenters:

A finish carpenter (North America), also called a joiner (a traditional name now rare in North America), is one who does finish carpentry, that is, cabinetry, furniture making, fine woodworking, model building, instrument making, parquetry, joinery, or other carpentry where exact joints and minimal margins of error are important. Some large-scale construction may be of an exactitude and artistry that it is classed as finish carpentry.

A carpenter and joiner is one who has a much broader skill ranging from joinery, finishing carpentry, building construction and form work.

A trim carpenter specializes in molding and trim, such as door and window casings, mantels, baseboards, and other types of ornamental work. Cabinet installers may also be referred to as trim carpenters.

A cabinetmaker is a carpenter who does fine and detailed work specializing in the making of cabinets made from wood, wardrobes, dressers, storage chests, and other furniture designed for storage.

A ship's carpenter specializes in shipbuilding, maintenance, repair techniques and carpentry specific to nautical needs in addition to many other on-board tasks; usually the term refers to a carpenter who has a post on a specific ship. Steel warships as well as wooden ones need ship's carpenters, especially for making emergency repairs in the case of battle or storm damage.
A shipwright builds wooden ships on land.

A cooper is someone who makes barrels: wooden staved vessels of a conical form, of greater length than breadth.

A scenic carpenter builds and dismantles temporary scenery and sets in film-making, television, and the theater.

A framer is a carpenter who builds the skeletal structure or wooden framework of buildings, most often in the platform framing method. Historically, balloon framing was used until the 1950s when fire safety concerns made platform framing inherently better. A carpenter who specializes in building with timbers rather than studs is known as a timber framer and does traditional timber framing with wooden joints, including mortise-and-tenon joinery, post and beam work with metal connectors, or pole building framing.

A luthier is someone who makes or repairs stringed instruments. The word luthier comes from the French word for lute, "luth".

A log builder builds structures of stacked, horizontal logs including houses, barns, churches, fortifications, and more.

A formwork carpenter creates the shuttering and falsework used in concrete construction.

In Japanese carpentry, daiku is the simple term for carpenter, a miya-daiku (temple carpenter) performs the work of both architect and builder of shrines and temples, and a sukiya-daiku works on teahouse construction and houses. Sashimono-shi build furniture and tateguya do interior finishing work.

A restoration carpenter is a carpenter who works in historic building restoration, someone who restores a structure to a former state.

A conservation carpenter works in architectural conservation, known in the U.S. as a "preservation carpenter" who works in historic preservation, someone who keeps structures from changing.

Green carpentry is the specialization in the use of environmentally friendly, energy-efficient and sustainable sources of building materials for use in construction projects. They also practice building methods that require using less material and material that has the same structural soundness.

The Idea:

Amy and I decided to go down the 'log builder' route, which "builds structures of stacked, horizontal logs including housesbarnschurchesfortifications, and more". We felt there was scope within this route of carpentry and thought it would be more enjoyable and creative to brand a more luxurious, upper-market type of carpenter, opposed to someone to fit your kitchen cupboards. I had been to Cornwall over the weekend and showed Amy photographs of the log cabin I stayed in which was elevated in a forest. We thought of a business which would design, sell and build luxurious, premium, bespoke and sustainable wooden homes, in forest and woodland areas. After carrying out research we found that these houses originated in Germany and made from German timber. Therefore we based our business in Germany and used this concept to stem the further ideas and brand names from.


Amy and I collected the images below whilst researching into this area of luxury carpentry. These helped focus our tone of voice and target audience, which is to be discussed further below.


Amy and I drew out some mind maps to focus on our target audience, tone, the product, the needs of the end user and what drives the business. 

Specifics are listed below.

Target Audience: 
A range of people from different lifestyles are to be acknowledged throughout as the products would be bespoke and specific to the end user. We envisage the audience to be wealthy, middle-aged (to those retired wanting a quiet life) and those who have a keen eye for luxury and premium design.

Needs of the Consumer:
The needs of the are the simple things one would expect from a unique and bespoke timber home; high quality, reliability, precise, luxury, designed and made to order, conversions and restorations, ecologically friendly, sustainable.

What Drives the Business:
- Prestige
- High precision work
- High quality materials and finished products
- High specialist knowledge and skills
- Sustainability
- Architecture and design
- Valued customers

Once we had thought about the brand, we wanted to think of a name for the brand, so the logo could be designed. Once the logo is designed, this will allow us to apply it to different applications to show its use and versatility, and it's restrictions.

After brainstorming names which can be seen below, we decided to focus the name around the German word for house - 'haus' reflecting the brands history and background, whilst appearing more upmarket. It has a sort of ring to it! We looked at the German translations for words such as 'wood', 'timber' 'home' and 'artisan' before settling on 'wald', translating to 'forest/ woodlands'. The name being 'Wald Haus' we felt was luxurious, prestigious and gave an impression of establishment and high quality products, service and finishes.

A mission statement followed before applying these brand decisions to the design:

'The Wald Haus Company specialises in the design and supply of bespoke German timber framed homes, designed and built by our precision trained carpenters.'

We felt this was to the point and very succinct in explaining the brand and concept.

Above: List of elements to be designed.

Above are the logo ideas which Amy drew up whilst discussing ideas. We decided it was important to try and reflect high quality and luxury through type, whilst reflecting both the end product and the materials.

In response ideas were drawn up showing a variation of Polar Spruce trees. Initially we tried a circular stamp style logo, which would be given a vintage, heritage look, however we didn't feel it worked aesthetically or for the concept. We then began playing around with the shape of the trees, and created house shapes built of trees. Amy and I chose the logo which is shown separately underneath the sketches.

Type Choices:

Joe was responsible for choosing the typeface for both the logo and the body copy.

BIG CASLON was chosen for the text on the logo. Headlines and the logo should be in capitals only.
BASKERVILLE REGULAR was chosen for the body copy being a subtle serif variation on the heading type chosen.

The logo was then digitised:

Amy digitised the sketch of the chosen logo, and 2 colour variations were applied, to be used depending on the application it will be used on. The colours were taken from the colour scheme chosen which is shown below. The logo reflects a woodland house reflecting the end product and the name of the company, in a smart, clever and sophisticated manner.

Logo Variation 1.

The type on logo is the only variation of tracking. It has been tracked by 200 to give additional aesthetic and adding a quality finish.

Logo Variation 2.

Above: Minimum Size of Logo which can be used.

Above: Isolation Area must always be 9mm to allow the logo to breathe when placed with other body copy/imagery.


I chose the colour scheme for the brand, focusing on neutral, soft colours which reflect nature, woodlands and the essence of woodwork. I didn't feel black needed to be used being overly stark and too contrasting when placed on the pastel shades selected. Therefore it was decided the darker brown selected would be used for the main body copy of the design elements to remain readable and legible. White can be used for backgrounds on digital media and stock if need be.

Stationary Mock-Ups:

Joe was responsible for mocking up a set of stationary featuring an envelope, letterhead, business card and invoice using the guidelines set so far through the development process, including type and colour. 

The final outcome of these is shown below. I feel as though they represent high quality products which would be seen as respectable and luxurious, especially due to the cream stock which would be proposed to print on as shown below.

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