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