Hendrick's Lutherie
A refined identity system designed to elevate a skilled guitar repair shop into a more credible, heritage-driven brand
Client
Hendrick's Lutherie
Industry
Musical Instruments & Repair
Scope
Logo Design & Brand Identity
Focus
Craft Credibility & Heritage
Craft demands credibility
Hendrick's Lutherie needed a more professional visual identity that reflected the depth of craftsmanship behind the work. The existing logo leaned casual and did not fully communicate the expertise and tradition associated with professional lutherie.
The objective was to develop an identity that felt established, trustworthy, and rooted in traditional craft while remaining clean and versatile for modern applications.
The original guitar pick logo conveyed creativity but lacked the authority expected from a specialist repair shop. The new identity needed to feel more established without losing its handcrafted character.
Strengthen professional credibility
Reflect traditional craftsmanship
Move beyond hobbyist visual cues
Improve scalability across applications
Create a cohesive, flexible logo system
Heritage, form, symbolism
The redesign centered on strategic repositioning through form and symbolism. A circular badge format was developed to evoke heritage craftsmanship and create a stronger visual presence across merchandise, signage, and digital use.
At the center, a refined lyre symbol replaced the generic guitar imagery, signaling deeper musical tradition and artisanal expertise.
Heritage-inspired structure
Refined, etched-style typography
Warm, wood-influenced color relationships
Strong silhouette for recognizability
Flexible logo variations for real-world use
Before & After
From a casual, hobbyist impression to an established and credible heritage presence
An orange guitar pick mark that felt creative but informal
A structured heritage badge communicating craftsmanship, longevity, and professional expertise
Logo Suite
A comprehensive system designed for versatility and long-term brand consistency across every touchpoint
Full circular lockup with lyre, wordmark, and date ring for signage and hero applications
Wide-format logo with lyre mark and wordmark for headers and print collateral
Vertical configuration with lyre mark above wordmark for compact applications
Standalone mark for favicons, embossing, watermarks, and pattern use
Scope of Delivery
Typography System
ELLERY typeface was selected for its classical elegance and craftsmanship heritage, perfectly complementing the traditional lutherie aesthetic
The ELLERY typeface bridges classical elegance with handcrafted character — etched-style lettering that feels at home carved into wood as much as it does on a business card or shop sign.
Color Inspiration
Color palette inspired by authentic lutherie workshop materials, capturing the warmth of wood tones and the richness of traditional craftsmanship
Extracted Palette
Deep Maroon
#7B2D26
Copper
#C46A2C
Warm Gold
#D4943A
Dark Wood
#2A1E12
Warm Linen
#F5F1EC
A brand that commands respect
Professional Presence
A structured heritage badge that commands respect in the musical instrument space
Brand Recognition
A strong silhouette and consistent system that's instantly recognizable at any scale
Application Flexibility
Multiple logo variations designed for signage, merchandise, digital, and print
Heritage Positioning
Clear visual communication of craftsmanship, tradition, and specialist expertise
Ready to elevate your brand with the credibility it deserves?