Lamon Luther

Services: Branding, Graphic Design, Photography, Copywriting

Lamon Luther Hope for the Craftsmen photo of man at rustic farm table made out of barn wood showing the logo design and visual brand identity for the company below.

(Top Photo by Russell Shaw)


Preserving the legacy of the rugged gentleman, forging a brand that builds hope for the craftsman.

About Lamon Luther: Born at the start of the Great Depression, Lamon Luther, the man, was a mechanic, carpenter, and farmer. A maker in every sense of the word, he used his calloused hands to create works of art as well as provide for his family.

Lamon Luther, the brand, is a tribute to his memory and all that he stood for – art, craftsmanship, and hope for a better future. The creations made by the team utilize reclaimed materials that would otherwise have been destroyed, offering a second story to the life of the wood. The company employs skilled craftsmen who were forced into homelessness during the recent recession, giving them an opportunity for a new life. With laborers rebuilding their lives through every product made of repurposed materials, the workshop of Lamon Luther is an environment that exemplifies restoration in every way.

Lamon Luther signature logo and icon graphic design, Born 1930, Hope for the Craftsmen, dark maroon and gold and white graphics for the visual branding and identity of the construction and woodworking company.

About the Design: The signature is the perfect symobl of the hand-crafted quality behind each of the company's product lines. Also created was an icon of two crossed adz (signifying the time-honored method of creation that the company employs) on top of a saw-like structure – serving as a unique stamp or "brand mark" pressed into the wood of the products. The icon and signature often come arranged in a lockup with the company's central motif, "Hope For The Craftsmen," to drive home the notion that Lamon Luther is more than just a design-build organization – it is a team of formerly homeless workers now on their way toward restored lives.

Lamon Luther's signature became the basis of the wordmark and logo design.
Lamon Luther's two axes crossed X icon design.
Suite of Lamon Luther branding collateral shows letterhead, folder, envelope, notebook, button, business cards as part of the brand's visual identity and graphic design of marketing materials.
Stationery, letterhead, stamp, envelope and business card design for Lamon Luther branding and visual identity.
Lamon Luther double axe crossed x icon graphic design with Born 1930 stamp on top of a photograph of an old shed and truck in a wooded clearing.
Lamon Luther employees building wooden box letters.

Above photos by Micah Bearden


The Story

Wooden box letters with lightbulbs in them illuminate the word MAKE in a grass field.

“We build hope by bringing back the process of making.”

Above photo by Russell Shaw



2013 HOW Design Promotion & Marketing Design Awards Merit Winner

Behance Feature


In Print

HOW Design's Promotion Annual (HOW Magazine, September 2013 Issue)

Colouring Your Brand (DoPress Books, CYPI Press. 2013)

Sustainist Design Guide


Online Press and Recognition

“Lamon Luther” Branding Featured on Abduzeedo Daily Inspiration #1341

Lamon Luther on “16 Latest Creative and Clean Design Collection” (Monsteractive)

Lamon Luther on “30 Amazing Examples of Branding” (Tutslist)

Inspirationfeed: Lamon Luther Brand Identity by Russell Shaw

Lamon Luther on “26 Typography Based Logos That Rock” (NeatDesign)

Lamon Luther design on These Old Colors


Art Director, Sr. Designer: Russell Shaw
Designer: Jeremy Barnes
Illustrators: Russell Shaw, Jeremy Barnes
Photographers: Micah Bearden, Russell Shaw
Copywriters: Brian Preston, Russell Shaw