After successfully building a business solely by word of mouth, Restoration Arts has blossomed into a highly sought after restorer of antique furniture. The once intimate shop has transformed itself into a hearty enterprise, accommodating the growing
demand for restoring larger specialty pieces and entire collections acquired through estate sales. Though they are know as true artisans in their tiny South Bay community in Northern California, Restoration Arts wanted to create awareness beyond their backyard. Although resisting the idea in the past, it was clear that a visual identity was needed to communicate their specialty services to a larger audience.
It was understood that the new visual identity had to reflect the charm of the vintage pieces, as well as the expert attention given to returning each piece back to its original glory. In addition, well developed brand associations had to be easily transfered to a symbol which was to be both memorable and unique.
The result is a simple yet memorable combination of symbol and logotype which finally connects the name to a face. The combination of the wood cut dining table symbol and antique font gives the visual identity a distinct look that reflects the company's focus. To create awareness a compact, two-component, graphic communications system was developed. The first component consists of a business card and set of stationery on which all communications, including invoices, price lists and press-releases are printed. The second component includes an efficient and effective signage system. For the exterior of the workshop, a hanging sign, using decorative elements reminiscent of a previous era of craftsmanship, was designed to uncover the unassuming storefront. And to reduce advertising expenses, the company van which travels around the region daily, was outfitted with vehicle identification graphics depicting the new brand symbol and shop phone number, that can be read clearly from a distance.
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Top and bottom right: Stationery system for Restoration Arts.