Big Creek Lumber – What's the concept?
A look at the concept behind Ed Penniman's 1975 logo for Big Creek Lumber
What’s the concept?
Big Creek Lumber is family-owned and operated business that has served Central California since its founding in 1946. Today, it continues to operate lumber yards, sawmills, a wholesale division, a logging operation and forestry department.
The company proudly states that it “grows redwoods for the future”. Its logo, designed by Ed Penniman in 1975, brings this notion to life, alluding to the future expansion of the business through two bold upward pointing arrows.
In addition, forest stewardship is also symbolised by combining and creating a relationship between the arrows.
Together, and using light and dark green, the arrows become a large and small tree, representing both mature and young trees, giving the logo a secondary meaning and further distinguishing from other tree and arrow logos.
The logo remains in use today.
Impossible Logos
Impossible logos catch the eye in their close relationship with, but ultimate subversion of, the physical world. They twist and fold into themselves to create mystery and intrigue, and aid recall.
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That was an incredibly thorough and impactful explanation that you've provided for the Big Creek Lumber logo that's being focused on here. I enjoyed it.