Shaw & Tenney
Identity Architecture in Practice
Murphy partnered with Shaw & Tenney, one of Maine’s oldest continuously operating manufacturers, to refine an identity system rooted in American craft tradition.
The work focused on preserving the clarity and integrity of a legacy brand while extending its presence across contemporary applications without compromising its historical character.
The resulting identity system reinforces Shaw & Tenney’s position as a maker of enduring objects—designed for use, not obsolescence.
Client
Shaw & Tenney
Sector
Craft & Heritage
Location
Orono, Maine
Scope
Identity System, Typography, Brand Stewardship
Institutional Context
Founded in 1858, Shaw & Tenney has produced hand-crafted oars, paddles, spars, and masts for over a century and a half. The company represents a rare continuity of American manufacturing, where tools are still made with intention, precision, and respect for material.
The identity system was developed to honor this lineage while ensuring clarity and consistency across modern applications.
Identity System
The mark draws from the fundamental geometry of the paddle—balanced, symmetrical, and purpose-driven. Typography and layout were designed to remain restrained and legible, allowing the work itself to carry the brand.
Rather than impose a new visual language, the system refines and stabilizes what has endured.
Applications
The identity extends across product marking, packaging, and digital presence. Each application reinforces a consistent visual language that reflects the values embedded in the objects themselves: durability, clarity, and function.
This project demonstrates how Identity Architecture preserves legacy while enabling continuity across generations of use.