Hamilton Stringed Instruments

Branding | Website Design

HSI approached me seeking a new logo, brand identity, and website design.

The final HSI (Hamilton Stringed Instruments) wordmark logo was created using the bold serif typeface Zapf Renaissance, conveying a well-built and classic feel. Capturing the essence of a banjo, the “h” in the logo transforms into the neck of a 5-string banjo. The design features the four tuning pegs of the banjo peghead and the distinct “short fifth string” or “thumb string” tuning peg along the neck, which is integral to the banjo’s unique syncopated sound.

my role:

Creative Direction
Logo Design
Responsive Logo Suite
Branding
Copywriting
Digital Content
Website

Multiple logos and a lettermark featuring the “h” were developed for various brand applications, including use on the banjo’s belly, case, and strap. The primary wordmark is complemented by the clean, geometric font Avenir, with all lowercase letters adding an informal and friendly touch to the “Hamilton” logo.

To pay homage to the regionally sourced woods used in crafting these unique instruments, I created a palette of warm, natural colors. Each wood type contributes to a distinctive musical tone and brightness.

The earthy, rustic color palette is enhanced by delicate sepia tones applied to major images on the website. This brand story is further communicated through merchandise, social media, posters, signage, and website design.