RECLAIM IT BRAND IDENTITY
Reclaim It is a Portland-based retail store that collects salvage materials from a recology transfer station and repurposes the materials into usable and sellable items. Their goal is to upcycle these used items by giving them a fresh look or purpose. These repurposed items get a second chance in the Reclaim It store. The target audience includes people who are into DIY projects, arts and crafts, and who are environmentally conscious.
The logo represents a lower-case cursive “r.” This letter is threaded throughout the brand identity, and the typeface maintains the brand's playfulness while accentuating its reclamation origins: the r itself has been reclaimed and repurposed, its shape recognizable while also embodying a reimagined identity. Its structure is evocative of metal pipe fittings and showcases the industrial aspect of Reclaim It. Inspired by the client's story of repurposing an old door as an antique and usable table, the right side of the logo with the 90° angle symbolizes the profile of a table and its supporting leg. The exclamation point was removed from the original company name, “Reclaim It!” in order to professionalize the brand. The client’s wish to keep the brand playful and exciting was acknowledged during the design process; therefore, the exclamation point was incorporated into the logo mark. The logo pattern depicts connectivity as this is a community-driven business. The secondary pattern shows the smaller knickknack items that are also in the store. The "Reuse, Refine, and Reimagine" tagline incorporates the cyclic nature of the brand, while promoting its core values.