A flexible logo system
We developed several marks that could flex for different needs and environments. The driftwood illustration which anchors the primary lockup was modeled after a real piece of driftwood found by the publication's founder when she decided to make the magazine a reality. She woodburned the name Driftwood onto the piece, and a photo of it served as a logo in the earliest days of the brand.
The cascading hierarchy of the primary mark from large to small informed a simplified wordmark version of the logo housed in a triangle. This triangle shape creates a framing device for Driftwood content in its various forms. It is never used as a stand-alone element.
Make it iconic
Through repetition, the triangular Driftwood frame lockup has become iconic. Its association with the magazine has become strong enough even to allow for abstraction of the lockup; a simple triangle positioned at the top of a frame evokes the brand.
Artful and photo-driven
During the startup days, Driftwood relied on ad sales to get off the ground. A solid media kit was an important resource to send to prospective advertisers to make a clear case for the benefits of partnering with a unique, emerging cultural niche publication like Driftwood.
The human hand
For secondary elements of the brand, a hand-made DIY approach evokes the artful and people-oriented spirit of Driftwood. It also pays homage to the spirit of Driftwood's earliest logo— a photo of the real piece of driftwood with the magazine's name woodburned onto it by hand.