Modern, warm, and abstract logo for furniture company

DEFEHR FURNITURE

• Manufactures furniture in Canada.
• Trustworthy, modern, intelligent, with respect for tradition built into everything they make.
• The DeFehr team reflects the diversity, mutual respect, environmental care, and deep commitment to values that are quintessentially Canadian.
• DeFehr Furniture stands out by marrying traditional craftsmanship and innovative manufacturing practices to produce furniture that is authentic, handsome, durable, and a source of pride to our customers and clients.
• DeFehr furniture is designed and crafted for all consumers, with a range of styles that reflect the spectrum of our customers’ life stages and preferences, from on-trend to traditional, from space-saving to luxurious, for both active and relaxed ways of life, for families and homes both big and small.
• DeFehr furniture is sold in all types of furniture retailers, from single-location to chain retailers; urban, suburban and rural.

Primary
CMYK (100, 83, 35, 29)
Secondary
CMYK (68, 62, 58, 45)
CMYK (13, 19, 91, 0)
CMYK (37, 29, 27, 0)

We like the direction of our current design, i.e. half wood, half saw with font under. However, we need to make the image more abstract, modern and welcoming. The wood and the saw represents our business (wood craftsmanship), however the current design is too masculine and literal. Please DO NOT change the colours or the font. I've attached the inDesign files to help get you started. I've also included a copy of the brand attributes so you can better understand our company.