It perfectly represent its passionate for furniture making. They're also passionate about interiors. Antique interiors most of all, but it always seem to have some kind of "contemporary" look-and-feel to it. Af Gezaagd also designs and creates new furniture pieces (on request). Furthermore, they also collect and sell sawn off furniture parts.

Client
Af Gezaagd
#passionproject

Strategy
Develop a new logo for Af Gezaagd. An identity that beats all the dull esthetics and features of furniture and antiques.

Design
The logo features the sharp edges of a saw. A must-have to any woodshop or a tool anyone would use for "cutting" hard pieces of wood. But usually the edges of a saw are continuous and have a repetitive motion of lines going up and down. But as you know "afgezaagd" means cut-off. So this is also a quirky wink and representation of it's translation.

The "icon" with its "w-like" pattern has a geometric and abstract shape to it. But also holds a very strong and independent attitude. Easy to brand and/or burn it on all the personalized furniture.

Services
branding, graphic design, identity

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