JK Pike is a reclaimed furniture business who wanted an iconic text logo with just a little bit of down-home quirk. This was the logo we arrived at after a few drafts, which includes architectural elements such as the right-angle, chiseled ascenders which frame the tittles of the J and I. The architectural elements allude to the furniture products JK Pike offers, while finessing the width of the typography allows the logo to retain a sense of playfulness. I particularly am tickled by the over-sized counter of the E.