CATEGORY

Logos

LEVEL

Professional

RANK


DESIGN CREDITS

Designer

Travis Brown

Creative Director

Eric Thoelke


TAGS

, , , ,


LINKS

TOKY
Woody Guthrie Center

Woody Guthrie Center by Toky

CLIENT

A new Tulsa, OK, insti­tu­tion which cel­e­brates Woody Gunthrie’s life and legacy while edu­cat­ing new gen­er­a­tions about his role in Amer­i­can history.


BRIEF

Develop a new brand iden­tity that would cap­ture the com­plex spirit of Woody Guthrie. The logo would be used inside a new museum devoted to his life and work, and would need to work with dis­plays and instal­la­tions already designed using bold fonts and dis­tressed textures.


APPROACH

We cre­ated a num­ber of con­cepts, but always had a secret hope that one par­tic­u­lar logo would win out. It did. The dou­ble “o” in Woody became the base for Guthrie’s gui­tar, upon which he’d famously hand-painted “This machine kills fas­cists.” The mis­matched wood­type evoked sev­eral things at once: Woody’s name, the era in which he lived, his folk idiom, and the Mid­west­ern arts and crafts tra­di­tions within which his art developed.

We turned to TOKY Brand­ing + Design for the cre­ation of a logo that would appro­pri­ately reflect the aes­thetic of Woody Guthrie, as The Woody Guthrie Cen­ter itself does. We wanted a logo that con­veyed Woody’s authen­tic­ity, musi­cal­ity, and a sense of fun that would appeal to all ages. The vin­tage hand­bill let­ter­press style pro­vided a great solu­tion. The logo is unique, mem­o­rable, and it works extremely well across a vari­ety of mate­ri­als. — Stan­ton Doyle, Senior Pro­gram Offi­cer of the George Kaiser Fam­ily Foundation

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