Lumberjack World Championships Redesign
Brand & Visual Identity
Redesign the visual identity of an annual event to better communicate its core values.
Brief
Existing Identity
The Lumberjack World Championship’s new visual identity features a logo designed for recognizability and energy. Its visual elements were expanded on to create a visual language that captures the excitement of the event.
Overview
Sketches & Process
Integrating an axehead into the mark brings recognizability and simplicity, evoking a more extreme attitude for the event.
Beginning with research, 3 core values for the event’s identity were established:
1. Upholding lumberjack history
2. Celebrating working people
3. Honoring extreme sports competition
Final Visual Identity
The event’s new identity utilizes bright geometric shapes that evoke the dynamism and excitement at the core of the event.
The reworked logo mark allows for greater recognizability and expression through the new brand pattern.