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The Woody Guthrie Center asked TOKY to develop a new brand identity that would capture the complex spirit of Woody Guthrie. The logo would be used inside the new museum devoted to his life and work, and needed to work with existing displays and installations that used heavy fonts ant distressed textures.
TOKY created a number of concepts, but always had a secret hope that the logo that was selected would win out. The double "o" in "Woody" became the base for his famous guitar — upon which Woody had hand painted "This machine kills fascists." The mismatched wood type evoked several things at once: Woody's name, his folk genre, and the midwestern arts and crafts traditions of his era.