Reclaimed Wood Lumber Yard — Identity System
Located in the heart of Chicago, Great Lakes Yard specializes in reclaimed lumber, selling the highest quality heritage building materials. The lumber itself is high-character, high-contrast, old-growth wood that through its characteristics can be traced to where it was grown and how it was processed. The Lumber Yard's approach towards salvage, preserves the original character that honors the skilled craftsmanship that is evident in historic building stock and its materials. My role was project lead, director, and designer which included working directly with the client, creating the work, and presenting the materials. Inspired by the industrial mid-America of 1850–1910 in which their product (the lumber) was originally processed, the identity embraces the structural lock-up qualities found across signs and brands of this era. Knowing the importance of tradition, craft, and region to Great Lakes Yard — turn of the century American printing-type would be a starting point for the type design. The forms spanned the 1850's to 1930's, crafted with character and visual impact in mind, these letters exemplifying Western culture and American Industrialization. The stacking formation pulls from the visual reality of stacked wood found across lumber yards. The shifts within the stack convey motion and building. This is enhanced through the wave-like negative space within the wordmark's counters, thus, referencing the story behind the process of lumber. The size relationships of words and letters within the logo are made up of true lumber standards of 2x12, 2x6 and 2x4.