Desgined march 2016

Onderwoodisthecompanywheremakefurnituretodeliveritsownfeelingoftreebyusingnaturalhardwood.AftersearchingtheshapeofnaturalhardwoodtablesthatOnderwoodpursues,itwasfoundthatallofthemhasshapethatbroughtasenseofnaturalhardwoodandneutralfeelingwithstraightandcurves.Aftergatheringdata,Ilookedforcharacteristicscommontoalltableshapesandsimplified.Thetablewasproducedbyusingstraightandcurvedfeelingstogetheronthegeometricalfigurethatrepresentstheshapeoftableinordertolooklikenottoodifficultbutmodern.Inaddition,thecharacteristictoshowthe‘tree’whichisthematerialofnaturalhardwoodtablewas‘growthring.’SinceIthoughtgeometricalfigurehasstrongstraightlinesexcessivelythoughitshouldletviewersfeeltheshapeoftable,Itriedtorepresentcurvedfeelingsintreegrowthring.AndImadetreegrowthringthinnernottobothertypographywhichisthebrandname.Lastly,sans-seriffontwasusedfortypographytocreatemodernatmosphereandletviewerscangettheviewofbrandnameataglancesothattheycouldfeelthecompanyspecializedinnaturalhardwoodtableproduction.It’savailabletousetypographysolelyandadjustthesizeandpositionofbrandnameandsubnameinordertobetrendy.TheprioritywhenwecameupwithOnderwoodlogowasthatwehavetomakeexoticandproperlyforeignlogosinceitshardwoodswereimportedfromEuropeandnorthAmerica.