[!art-wood-logo.jpgSource: Yasaburo Kuwayama, _Trade Marks & Symbols – Volume 1: Alphabetical Designs_ (New York: Van Nostrand Reinhold Co., 1973)](http://canadiandesignresource.ca/wp-content/uploads/2008/09/art-wood-logo.jpg) Every time I stumble upon another example of Ernst Roch’s work I’m impressed. The quality of concepts and execution are so consistent it seems like everything the man produced might be worth posting here. In this case, the letter A is formed by four pieces of ‘lumber’ and one off-cut. This strikes me as another case of a concept so well suited to the client that in retrospect it seems obvious. The restraint of the design – avoiding wood grain or any other unnecessary details – brings some subtlety to the concept and really makes this work.