Stijl Woodcraft is an existing company that was planning to change its focus from cabinetry to more handcrafted wood furniture, and wanted a new identity and logo as well as a new website. The word “stijl” (pronounced “style”) was a Dutch artistic movement founded in 1917 in Amsterdam. Proponents of De Stijl advocated pure abstraction and universality by a reduction to the essentials of form and colour; they simplified visual compositions to vertical and horizontal, using only black, white and primary colors. Seeking to finesse that ideal, a new logo of a moose was created out of simple lines. The wood shop had a couple wooden moose they treated as mascots, and it felt like a natural direction to head. From there, a strong, sans serif and geometric typeface was added to fully bring the identity together. A deeper and softer color palette was chosen, and this new approach to “stijl” was born.