Seven Guitar Co:
An instrumental endevor.

The Challenge

Seven Guitar Co. is a custom guitar company established in early 2015 by Roger Cooper. He approached me asking for brand development and guidance. The brief started with an idea of using the seventh letter in the Hebrew alphabet (Zayin) with an Art Deco aesthetic, and it needed to be visually relevant to the industry's environment. The idea was intimidating and exciting, and I was thrilled to have the opportunity to partner with Seven in contributing to the industry. And hey, Art Deco. I love Art Deco.

  • Seven Guitar Co. Concept Sketch 1
  • Seven Guitar Co. Concept Sketch 2
  • Seven Guitar Co. Concept Sketch 3
  • Seven Guitar Co. Concept Sketch 4
  • Seven Guitar Co. Concept Sketch 5
  • Seven Guitar Co. Concept Sketch 6
  • Seven Guitar Co. Concept Sketch 7

The Process

As a company that takes pride in its art and craftsmanship, Seven needed a logo and brand that represented the perfect marriage of form and function as its hallmark. Every detail needed to be deeply intentional. After a load of research (you should see my Pinterest) and multiple concepts, I "distilled" the Zayin letter down to its most essential elements. When I finally found the right balance, Roger wholeheartedly agreed, this was it. This was Seven.

The Seal

Along with the logo I also designed a seal. Roger wanted the national motto of France included. The translation is "liberty, equality, fraternity." Every person who purchases a Seven guitar is considered a partner and member of the Seven Family. The seal represents the life guarantee of the guitar and a bond between Seven and the proud owner.

The seal is intended to be found on each guitar, the warranty, business transaction documents, and any time where the quality and promise of Seven Guitar Co. should be expressed.

The Stationery & Swag

I wrestled with the stationary for awhile. Then came the epiphany based off an earlier design, revealing fantastic results. Inspired by formal 1930s stationary, the logo's size is dramatically large and cropped. This makes for a unique identity presentation and allows for more play throughout additional brand assets. It's the perfect combination of Art Deco and contemporary aesthetics.