Today Designer Spotlight: Growth Rings Brand Identity Spotlight
Growth Rings was created by London based design agency Lantern. I have to say it’s a well-crafted monogram that’s simple and works really well. In today’s design world simplicity is at a high and this mark for Growth Rings pulls off that minimalistic approach with great effect making it another identity that can be iconic for many years to come. Growth Rings said:
— The Logo Creative™ (@thelogocreative) September 25, 2017
“Branding an oak flooring, furniture and homewares business that’s gone against the grain since 1947. Growth Rings is a proud, pioneering social enterprise.”
Building of The Brand
Groth Rings brought 70 years of the New Zealand sawmilling heritage to the coastline of Kent. This is where they handcraft some of the finest oak flooring and furniture. They also provide people who have barriers to gaining employment education and training. Lantern helped business paretners Mike Managh and Carl Adams rebrand their business by providing strategic and creative thinking, this helped them transition transform their traditional woodworking workshop to an oak lifestyle business.
The Brand Expression
“A new identity was introduced to visually represent the concept of growth rings found on tree trunks. The ‘G’ at the heart of the design was angled to reflect the quarter-sawn technique often used to slice oak timber, also providing a unique attribute to the design.
The identity is underpinned with a compelling visual and verbal style, designed to celebrate the imperfections of the timber and trainees that are so integral to the Growth Rings story. The creative messaging looks beyond the surface of the company’s oak – and its folk – to personify the strength, history, character, and personality that lies within.”
From bullet holes to bomb damage, their hand selected, heritage oak is shaped by its environment and history. Today, the trainees work tirelessly to craft these stories of yesterday into the products of tomorrow. This sentiment is again captured through creative messaging and the use of a wealth of heritage photography, from the brand’s near seventy year history.
See More Of Lantern Work | Lantern