Carpenter &
Carpentry

Brand Core and
Logo Development for »CUBE«—
A Brand of Joinery Walk

The joinery Walk GmbH was founded in 1949. It is a family-run crafts company in its third generation. In recent months, the company has been working on the development of a customizable living cabin for pick-ups.
Astronut — Designatelier für Design & Illustration | Andreas Stoessel – Order Received Thank You

My Role.

Ideation Workshop
for brand identification.
Design of the logo.

Challenge.

Help joinery Walk to develop a clear vision for their own brand »CUBE«.

Based on the findings, the development of the brand logo.

Result.

N Sharpening brand core
N Design of »CUBE« Logo

Design-Field.

gd.

ux.

illu.

Overview.

Intro.

The client for this project was the joinery Walk GmbH. The father-sons team around Michael Walk (father & managing director of the joinery Walk), Nicolas & Leonard Walk as well as Theresa (Nico’s wife), have already been working for several weeks on the foundation of their own brand for pick-up attachment cabins.

A great team with a great vision, who appreciate detail work and craftsmanship as much as I do. Finally, in September 2020, they asked me to design a logo for their future brand.

Astronut — Designatelier für Design & Illustration | Business Card Design

An early scribble of the final logo

Challenge.

During our first talks it turned out: although there was already a basic understanding of their own product idea, the offer could not yet be clearly defined.

Challenge 1

The first challenge was to bundle ideas and desires for the own brand and, associated with this, to describe the own offer in a few, precise words. The goal was to develop a clear understanding of the company’s own offering first in order to develop the brand essence — as the basis for all further actions.

Challenge 2

The second challenge lay in the design of the logo itself. In a sense, it should convey a feeling of »attraction, comfort and well-being«. Above all, however, the logo must retain its impact in conjunction with various materials and surfaces. At its core, it is intended to communicate CUBE’s modular, transportable living space system.

»Especially in the phase we were in (definition of the actual brand core), many questions were unanswered and therefore the logo development was not an easy task.«
— Nicolas Walk, Co-Founder of CUBE

Logo designs from an early (left) and late (right) development phase

Solution.

As already mentioned, the individualization aspect plays a major role in the core of the CUBE brand. The logo has to communicate this message. That is why I designed it to be slightly modular. In this way, the pure figurative mark — without the letters »C & E« — can be used while retaining its symbolic character.

Since the brand should also convey a certain »cozy feeling« (as in one’s own four walls), attention was paid to »soft« lines during development. Thus, both the »C« and the »E« were given rounded corners. The furthermore very clear lines reflect the modern claim of the brand.

Astronut — Designatelier für Design & Illustration | Andreas Stoessel – Logo Design CUBE
Astronut — Designatelier für Design & Illustration | Andreas Stoessel – Logo Design CUBE

With the help of a digital board the collaboration was very pleasant. Ideas and feedback could be exchanged quickly and easily. As a special added value, the digital board offers maximum transparency and participation for all participants.

Astronut — Designatelier für Design & Illustration | Andreas Stoessel – Brainstorm CUBE Logo

Digital Collaboration Board

Benefit.

Through the structured, yet creative approach, as well as the ideation workshop at the beginning of the project phase, two key benefits were achieved for company Walk:

    1. Own objectives and brand alignment were significantly sharpened
    2. Basic tonality of the brand CUBE (word and visual language) could be initiated

Also for me as an executive designer, this approach resulted in a central added value. The needs of the company Walk became clearly apparent. Based on this, I could now start with the actual logo development.

Astronut — Designatelier für Design & Illustration | Andreas Stoessel – Logo Design CUBE
Astronut — Designatelier für Design & Illustration | Andreas Stoessel – Logo Design CUBE

The final logo as CAD engraving

Result.

Finally, some impressions of the logo design.

Since the logo is predominantly used on wood or wood-like surfaces, the design was milled into wood with AutoCAD for testing (see image above).

At the end, there is also an example of a possible print product — here in the form of a calendar.

Astronut — Designatelier für Design & Illustration | Andreas Stoessel – Logo Design CUBE
Astronut — Designatelier für Design & Illustration | Andreas Stoessel – Logo Design CUBE

Anwendungsbeispiele des finalen Logo-Designs

Astronut — Designatelier für Design & Illustration | Post Icon Hover