logo design

featured work: logo for Wilder

design: Craig Allen
concept
Wilder is a Design Showroom, Gallery & Shop in Nashville. The specialize in modern furniture and lighting. The logo concept was to evoke modern design that is free of decoration and uses bold contours and geometric shapes to create a fresh language of form.
 
A main logo was created, but variations were available as well. The logo variations provided a flexible, yet still cohesive and recognizable design language. The adaptable framework was inspired by the modular furniture and design objects featured in he store.
Wilder logo without and with solid W
The original logo was built without the use of a font. Utilizing letterforms that have never been seen before, viewers are reminded that the design shop carries work that is on the cutting edge of industrial, interior and lighting design.
logo for Wilder
The large W version of the logo provides an angle on which to break free from the standard typographic baseline, inspired by the work of Dutch designer Piet Zwart.
Wilder business card for Josh Elrod
Wilder business card, printed in NYC on letterpress.
font created for Wilder
Design work for Wilder included creation of a new font, used extremely sparingly so as to not detract from the main logo. All letterforms are created from a set of circles, rectangles and triangles.
social media graphic for Wilder Grand Opening
Social media graphic for the Grand Opening event of the Wilder store in the Germantown neighborhood of Nashville, Tennessee.
social media graphic for fashion event at Wilder
Social media graphic for Wilder event showcasing a collaboration between fashion collectives NOMAD and JandHP.
Wilder logo on a shopping bag
The Wilder logo featured on a reusable cotton shopping bag.
Wilder Etudes logo
Wilder Etudes logo created for a temporary installation in the Germantown store. For a curated collection featuring green hues and spotlighting recycled and eco-friendly offerings, a softer version of the Wilder logo was created.
Instagram