As a third generation company, Russin Lumber rebranding to Russin was an exercise in familiarity. How to rebrand the company with an altered name, while remaining recognizable to the decades of customers they had built relationships with. The colors chosen were slight modifications from the existing color scheme, fonts were kept bold and straight forward, and small detail elements such as the saw / board shapes were carried into the new design. Each of these elements gives an appropriate nod to the past, while moving the brand into the modern era.