Minneapolis-based design boutique Eight Hour Day was asked to develop the brand identity design for American Design and Master-Craft initiative. The organization is dedicated to promote the art and passion of the American craftsperson.

The entire branding concept is about connection and the art of craftsmanship. Eight Hour Day designed a logomark and patterns that reflect a contemporary take on the Arts and Crafts movement. The brand design is meant to be a bridge between traditional craftsmanship and the new industrialized world. The dot of the letter “i” within the logomark is repeated throughout the pattern to reflect the idea of an organic connection of people and the support of creativity.

The entire branding concept was applied to different kinds of media and printed collateral such as business cards, posters, brochures, and the storefront.





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