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Gorman Bros. Lumber Ltd. is a multi-generational, family-owned British Columbia wood-products manufacturer, founded in 1949 and serving markets throughout North America and beyond. As a leader in their space, Gorman Bros. holds a distinct reputation for uncompromising quality, craftsmanship and stability.

When Bare Advertising & Communications was invited to re-imagine the company identity, the brief was clear: capture the brand’s grounded strength, modern ambitions and distinguished presence, while remaining unmistakably in the lumber category.

challenge.

In a category crowded with commodity players and generic wood-industry branding, Gorman Bros. needed to assert a brand identity that was strong, stable and contemporary, yet also distinctive in a way that conveyed premium performance and legacy. At the same time, the identity needed to reflect the physical materiality and craftsmanship of their business—not just the product, but the trusted reputation behind it.

strategy & solution.

To meet the challenge, Bare approached the identity refresh by anchoring the design in Gorman Bros.’ foundational values—family heritage, technical performance and enduring craftsmanship—then elevating the visual language to feel more contemporary and premium. We developed a brand mark that draws on the structural geometry of timber and mill-crafted boards, simplified into a bold, stable symbol. Typography was chosen for its clean modernity but with weight and presence that suggests strength. A refined palette of forest greens combined with contemporary accent colours pulled from their wood products gives the system both gravitas and freshness.

In rollout, the identity has been applied across lumber wraps, digital, signage, print collateral, and soft goods, creating a cohesive brand experience that signals Gorman Bros. is not just part of the lumber industry, but a leader within it.