Branding | Naming

Looking Sharp is a small business owned by Charlie Aronson, a knife maker in British Columbia. The goal for this branding project was to create something subtle yet dynamic. An important factor was scalability, so that the icon could be used as a maker-mark on custom knives. "Looking Sharp" isn't just a name, Charlie enjoys wearing polished suits, pairing ties and lapels. So it was very important to create a strong feeling of polish and poise in the branding. The icon especially was made to be simple yet beautiful, and abstract by design.