Jonas Wild contacted me to redesign his entire visual identity after changing his business name. The old logo did not represent who he wanted to be seen as and what he offers.

Technical structure of the logo

The wordmark ‘jonas wild’ uses a modern typeface in which both ‘jonas’ and ‘wild’ are set in lowercase letters, but are differentiated by different font sizes. This creates a balanced hierarchy, with ‘wild’ standing out as the central focus, while the overall design remains harmonious and appealing. The consistent use of lowercase letters conveys a modern, friendly appearance that radiates both openness and strength - in keeping with the brand's ethos. The tagline ‘holzkonzepte’ appears in a smaller font size under the brand name, emphasizing the company's expertise in woodworking. The reduced size ensures that the tagline does not dominate the main logo, but still clearly conveys the company's focus on high-quality and innovative wood solutions.

When the Wild logo is placed on a dark background, a lighter version of the logo using the colours from the brand palette will ensure that the logo stands out clearly and retains its legibility and visual integrity. On lighter backgrounds, using the darker colours from the palette should ensure that the logo retains a strong and prominent presence. This approach allows the Wild logo to remain adaptable in different media and contexts while maintaining a coherent brand identity. By using the colour palette harmoniously, we create a distinctive and versatile brand mark that ensures the Wild logo remains recognisable and effective in any environment.

The ‘W’ in the logo design is a reduced representation of the brand name ‘Jonas Wild’ and at the same time carries a deeper symbolism that reflects the company's focus on carpentry and craftsmanship. The sharp angles and geometric structure of the ‘W’ are subtly reminiscent of the shape of a saw blade, referencing the tools and precision craftsmanship that are central to woodworking. This design links the logo to the world of carpentry and emphasises the brand's commitment to the highest quality and attention to detail.

The strong contrasts between black and white are balanced by muted, earthy tones such as turquoise and reddish brown, resulting in a harmonious and modern aesthetic. This colour palette is particularly suitable for designs that need to convey professionalism, sophistication and a warm, inviting atmosphere at the same time.

A font combination of Inter Black, Inter Regular and Source Serif 4 was chosen for the Jonas Wild brand, combining professionalism, modernity and legibility. Inter Black ensures strong, easy-to-read headlines, while Inter Regular impresses with its clarity and modern look in body text. Source Serif 4 complements the design as a serif font for subheadlines and creates an elegant contrast to the Inter font. This combination emphasises the brand's craftsmanship and design-oriented concept.