When John and I started this company in 2007, we each contributed about $1,500 to build our website and purchase the first press run of “The Art of Joinery.”
So when it came to designing a logo, we had exactly $0.00. I ginned up a placeholder logo using the Caslon Antique typeface and we launched our business with that. But as soon as we made some money, we planned to get a real professional logo.
During the last nine years we tried a couple times to get a logo designed, but the project was cursed (like our poster business). Both designers either flaked or were swallowed by a hole in the Earth. So we trudged on with our DIY logo.
This spring we vowed to make a third attempt. I hired Tom Lane, a designer in Liverpool, who I’d been following on Dribble for some time. He specializes in hand-drawn logos, and his aesthetic matched what I was looking for.
The curse had finally been lifted (thanks Marta Madden).
Tom drew a bunch of logos in pencil. He narrowed it down to three solid choices and we began refining things during the last two weeks. And today, it’s done.
I’ve been in the publishing business long enough to know that some of you (all of you?) might prefer the old logo. That’s cool, but this is our logo. We’re happy we got to support an independent designer, promote some handwork and get the logo that I wish we’d had in 2007.
— Christopher Schwarz