REBEL LEMMING CUSTOM FURNITURE
Brand identity/logo design
Project
Daniel from Rebel Lemming approached me to design a new logo for his custom furniture business.
With over 20 years of woodworking experience, Daniel set out to expand his offering, focusing on simple, high-quality, made-to-order wooden pieces. His work includes functional furniture such as TV cabinets, bookcases, coffee tables, beds, hallway runners, desks, picture frames and jewellery boxes.
Daniel wanted a brand identity that reflected:
- Beautifully styled, refined finishes
- Handcrafted quality and attention to detail
- Carefully selected, high-quality timber
- Solid, functional design
- Timeless simplicity
The new logo needed to convey a sense of natural, sleek, subtle, high-quality, clean and functional design.
The logo mark I created, is constructed from four precisely cut shapes that come together to form a unified symbol based on the letter “R” for Rebel. Within the negative space of the “R”, the letter “L” is also revealed. This reflects the idea of individual elements coming together to form a cohesive, functional and modern piece of furniture.
The resulting mark is a simple yet contemporary identity that communicates strength, clarity, solidity and precision, qualities that Daniel both values and consistently delivers in his craftsmanship.
The four panels coming together reflect the building process, where individual cuts of timber are assembled to form a complete piece of furniture.
Colour exploration.
Different colour combos were explored according to the client brief. After condicting competor research, there were specific colours which differenciated from competitors and the chosen colour scheme helped Rebel Lemming stand out from the crowd. The earthy orange and brown colours were closely tied to the materials Daniel used for his furniture - natural timber.
Mind mapping – a glimpse into the process
In the early stages of the design process, I explore a broad range of words connected to key themes. This helps uncover meaningful concepts that guide the development of initial logo sketches, which then evolve into a range of early concept directions.
I’d love to chat about how I can help you. Say hi over email.