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National Lumber Co.

National Lumber Company

2020

Founded in 1919 by Alexander Fruman, National Lumber Co. is a five-generation lumber supplier based in Baltimore and Chevy Chase, Maryland. They offer a diverse range of building materials heavily focused on lumber, interior and exterior door units, high-end windows, kitchen cabinetry, primed moldings, drywall, and an extensive hardware selection, earning them acclaim and respect in the region as a multifaceted and dependable retailer.

We were approached by them to provide a revitalization of their brand image that would speak to a more current audience without sacrificing their brand’s legacy and heritage. The rebrand consisted of a new logo, color palette, typographic system, stationery and printed collateral, and exterior signage.

Identity / Environments / Print
Logo Design
Identity Development
Stationery

Print Collateral
Signage

NL-Original-Building-1.1NL-Original-Building-1.1

Drawing inspiration from the hand-painted typography on the original building, we built the logo around this visual style and refreshed the existing color palette with vibrant hues of cream, black, and red. 

NL-Logo-1.1NL-Logo-1.1
NL-Logo-System-1.2NL-Logo-System-1.2
NL-Stationery-1.1NL-Stationery-1.1
NLC-15-1.3NLC-15-1.3

In addition to the primary branding for the company, we also designed the visual identity system for their onsite design center. This was much more reductive than the main brand, in order to distinguish the two from each other. 

NL-Design-Center-Logo-1.1NL-Design-Center-Logo-1.1
NL-Design-Center-Stationery-1.1NL-Design-Center-Stationery-1.1
NLC-04-1.1NLC-04-1.1

We created hand-painted exterior signage around the building, paying homage to the original building’s façade (even including the original mascot from the previous branding) with a contemporary finish. 

NLC-14-1.1NLC-14-1.1
NLC-03-1.1NLC-03-1.1
NLC-08-1.1NLC-08-1.1
NLC-06-1.1NLC-06-1.1
NLC-02-1.1NLC-02-1.1

Photography
Vivian Marie Doering

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