Spellman Hardwoods had been on 43rd Avenue in Phoenix for sixty years. The problem was the name. The catalog had long since grown into porcelain and quartz slabs, plywood and TFL panels, moldings and millwork, but the word "hardwoods" was still telling every architect and builder in the valley they were a lumber yard.

So I built Spellman Architectural Products a mark that doesn't belong to any one material. The S is two chamfered forms locking into each other, drawn the way a profile reads in section. It could be wood, metal, or stone, which is exactly the point. It scales from an embroidered shirt pocket to the full height of the warehouse wall without losing its shape. Warm charcoal and bone modernize sixty years of equity without spending it. The result: a name and a mark that finally match the size of the company.