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Brand Elements

Photographic Style

The photos and imagery used in our communications should feel genuine and authentic in order to create an emotional connection with the audience. Candid images in and around hardwood operations work best. Avoid images that clearly depict softwood lumber as well as those that appear overly staged, cliche, or playful.

Brand Patterns

The use of the tree rings pattern is direct visual representation of our namesake, the heartwood. This pattern adds visual interest to otherwise plain compositions and when used consistently across brand touchpoints, it creates a visual identity that is instantly recognizable to current and future customers alike.


Our brand uses icons from the Font Awesome icon library. The icons may be applied in forest on top of a white or lime background, or in white on top of a dark or brand color background.

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