Two rounds of research point the same direction. The naming science (Ehrenberg-Bass) says the quirky name is an asset: build it, don't bury it. And the shop-brand canon — Field Notes, Draplin, every great brewery badge, Red Rooster — says the register is trade badge, played straight: thick lines, flat color, condensed caps, deadpan execution. Tommy makes keychains, signs, and tumblers with industrial machines. The brand should look like the best shop in the county. Not a jewelry house.
One ring at 1/13 of the diameter. One keyline at a third of the ring. Two arcs of California-vernacular condensed caps — Barlow, the typeface drawn from license plates, which this shop literally makes frames for. One separator pair. The footprint at half the diameter. Nothing decorative; everything load-bearing.
The shop's own machines are the brand police. Everything must survive one color, 25 millimeters, on a curve. No gradients — the laser physically can't cut one.
MARKED
FOR LIFE.
Tool-brand logic: Milwaukee owns red, DeWalt owns yellow. Print the Chicken owns safety orange — which in this county is also a deadpan pun, and we will never acknowledge it. No gradients, no foil, no metallic anything: half the output is engraved in one color, so the system is born one-color.
SECONDARY (EDITIONS ONLY): DEEP TEAL #19605C — FIELD-NOTES STYLE, ONE PRODUCT LINE AT A TIME · BANNED: GRADIENTS, FOIL, GOLD, ANYTHING THE LASER CAN'T CUT
Field Notes discipline: this is the whole wardrobe. No italic serifs, no scripts, no third font for special occasions.
Duluth Trading mechanic: dead-serious structure, jokes in the writing. The name is already the bit — play it straight and let the words land it.
Brewery-badge logic: roundels exist because they wrap cylinders without distorting. Tommy's whole catalog is cylinders, tags, and lids.