Many of the large and established tool providers are conservative in their approach to logo design. Typically just a serif word-mark, the established brands leave lots of space for new companies to push the boundaries of their brand identity. A more modern approach to design can set Hewn apart from the established brands. 

I experimented with both serif and san-serif fonts, trying to find the font that matched the forward looking vision of the company. Hewn wants to set itself apart from the others as a modern online supplier. With that in mind I decided to go with Rubik, a sans-serif font with rounded edges whose slim but sturdy proportions resemble planks of wood.

I knew for the logo that I wanted to include elements that are used when wood working. I experimented with creating a character out of an axe head but felt that it seemed too unserious for the brand. With the second logo I tried incorporating a cut log with. the typography to resemble the shape of a hammer, but it was awkward and unbalanced. The logo mark that I settled on is a combination of a pommel woodcarving tool and axe-head paired with the previously established typography.