An associate appointed mathieucremers to design a new logo for his private label “Af Gezaagd”. It’s a hobby that turned into something more serious, the foundation lays in carpentry but it’s a mix of recycling/up-cycling products too. Af Gezaagd uses old furniture and gives them new meaning. Or for example the leg of a dining table would be broken, Af Gezaagd would be able to fix it too. Basic carpentry, if you will.
Carpentry is a skilled trade and a craft in which the primary work performed is the cutting, shaping and installation of building materials during the construction of buildings, ships, timber bridges, concrete formwork, etc. (Source: Wikipedia)
The word “afgezaagd” (Dutch) means; mundane, commonplace, trite. It’s another word to indicate something that is boring or “not cool”. But it also literally means; something that was “cut off”, cutting off. It’s a perfect word to use for a company brand/name in this context.
mathieucremers wanted create a visual that is modern and crisp, it should be icon-like with a wink to this amazing craft. Also the identity should be clear when the visual is personalised for a fire heat embosser, so Af Gezaagd can mark its furniture.
A carpenter uses a set of different tools, sharp, blunt, thick, wide, thin, you name it. But the most iconic tool of them all is the saw tool. A saw tool consists of a tough blade, wire, or chain with a hard toothed edge. It’s the tool that a carpenter can NOT live without. So using the saw tool as a benchmark, mathieucremers visualised the classic lines of the hard toothed edge. This gives it a more friendly appearance and also visually translates the sound it makes when it cuts into materials. We all know that sound right?
Graphic Design, Identity, Logo