In a brand identity class we focused on rebranding a chosen company. I chose Kershaw, the knife manufacturer.
With this rebrand I wanted to go back to their roots and core values. Kershaw is all about quality and care in making their products. With my new Kershaw logo I'm referencing this attention to detail and craftsmanship with the anvil imagery as a nod to the slower and more meticulous process of hand crafting.
My target audience is the group that is all about self reliance and those that get their hands dirty. My other brand identity elements enforce this feel with strong, bold typography and gruff photography.