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Knaggs Brand Guidelines: The Maryland Guitar Maker Founded by Two PRS Veterans

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Brand Guidelines · Field Guide

Knaggs Brand Guidelines

The Maryland guitar maker founded by two PRS veterans.

FIG 7.0 — RIVER AND WOOD (ABSTRACT HOMAGE)

FIG 7.1 — RIVER SERIF
Aa

Two constants: a river blue, blued steel and natural wood palette and a serif register. Abstract homage — not a Knaggs product or mark; no instrument, headstock, logo or nameplate is reproduced.

Founded
Maryland, USA2009
Founders
Joe Knaggs, Peter Wolf
Known for
Chesapeake and Influence lines, Creation Series
Today
Knaggs Guitars, Greensboro, Maryland
01

Signing his own paintings

A painter, a finish room and a German dealer.

Knaggs Guitars is the work of two men who met at another company. Its website says it was founded in 2009 by the luthier and designer Joe Knaggs and the marketer Peter Wolf, and both had spent years at PRS Guitars in Maryland before that.

Knaggs grew up in Maryland with two interests, painting and playing guitar, Premier Guitar reported in its May 2010 cover story; at school, he said, “they used to pull me out of English to go do paintings on the walls.” Paul Smith, the magazine noted, had lived down the street. Working in a refinishing shop, Knaggs lacquered a Stratocaster body blue and took it to Smith’s shop in search of side work; about a year later Smith called and hired him for the PRS finish room. He rose, the magazine says, from finish-room manager to production manager, then to builder of prototypes and artists’ guitars, overseer of the Private Stock programme and finally director of research and development. He designed the PRS McCarty Archtop and McCarty Hollowbody and was the primary designer of the Starla and Mira guitars and the Gary Grainger bass, Premier Guitar says.

Wolf came from the trade side. A German instrument dealer, he met Smith in 1986, became the exclusive PRS distributor for Germany, Austria and Luxembourg, joined PRS in 1997 as international sales manager and was its director of sales and marketing from 2004 to 2009, according to the same article. He is not the singer Peter Wolf of the J. Geils Band. Wolf left PRS in February 2009 and Knaggs in June. “If you were an artist painting all the time but someone else’s signature was on the bottom, at some point you’d want to make sure you were signing your own paintings,” Knaggs told the magazine.

02

Colour

Chesapeake, Influence and the names of rivers.

The new company was unveiled at the Musikmesse trade fair in Frankfurt in 2010. Premier Guitar described three lines at launch, covering solid and hollow electrics, acoustics with and without a cutaway, and basses, each offered in three “tiers,” from heavily appointed tier-1 instruments to tier-3 guitars aimed at working players, at list prices from about $2,900 to $10,500.

The Chesapeake designs predate the company. Knaggs said he built the Severn, the Choptank and an acoustic on his own time while still at PRS, and Wolf told the magazine that his idea had been to sell them under the PRS name or a second brand called Chesapeake; when Knaggs left, “the Chesapeake designs and all the drawings and all the trademarks went over to him.” The Influence line, with the Kenai, Keya, Chena and Sheyenne, was also Knaggs’s own design, Wolf said. The two families split along familiar lines: Knaggs described the Chesapeake electrics as built for what he liked, with single-coils and a longer scale, and the Influence guitars as shorter-scale instruments with three-a-side headstocks and carved tops. Wolf framed the appeal as a designer able to work in both the Fender and the Gibson camps without copying either.

The naming is the brand’s quiet system. The company says its models, other than artist signatures, are named after North American rivers; its 2012 website explained that Choptank, Severn, Potomac and Patuxent are tributaries of the Chesapeake Bay. The hardware got the same attention: the Severn Trem’s bridge combines a Telecaster-style bridge and a vibrato in one piece, and the Chesapeake bridges were blued with black oxide; “they’ve been doing that with rifle and gun barrels forever,” Knaggs said in 2010.

Copy
Chesapeake blue
#1F3A4D
Copy
Blued steel
#2B3138
Copy
Golden natural
#C8964E
Copy
Faded onyx
#151515
Copy
Linen
#F3EEE4
03

Typography

Design and documentation.

Boutique guitar makers often began at repair benches or larger firms. John Suhr did repairs at Rudy’s Music Stop in New York and worked at the Fender Custom Shop, Tom Anderson worked for Schecter, and Joe Knaggs spent 25 years at Paul Reed Smith before going it alone, Wikipedia and Maryland’s Times Record say.

Three of the makers in this guide are in southern California. Suhr is at Lake Elsinore and was founded in 1997 by John Suhr and Steve Smith, Wikipedia says; Guitar World called him an independent builder in 2025. Tom Anderson’s company, founded in 1984, based at Newbury Park and now called Anderson Guitarworks, has a business partner, Markus Spohn, Guitar World reported in 2026. James Tyler Guitars, whose founder died in 2024, Guitar World reported, says the work on its American line is still done in Los Angeles.

Knaggs Guitars was founded in 2009 by Joe Knaggs and Peter Wolf and works in Greensboro, Maryland, the Times Record reported in 2017. Premier Guitar profiled Bill Nash of Nash Guitars, in Olympia, Washington, in 2009.

Dennis Fano founded Fano Guitars in Pennsylvania and sold it in 2009 to the Premier Builders Guild; in January 2025 it merged with his later brand, Novo, under a British-based parent, Psonic Design Lab, with production moving from Arizona to Nashville, Guitar.com reported. Vigier, at Grigny near Paris, stayed with its founder until Audiofanzine reported in November 2024 that the workshop would close.

This guide sets out what can be checked about each brand — who founded it, who owns it, and what it says about where its products are made — and marks clearly what rests only on the company’s own word.

Aa

A serif — quiet and crafted, like the river names. (Specimen set in Fraunces, a serif STAND-IN; NOT the Knaggs logo.)

River serif · the registerRiver blue, blued steel and natural wood · the paletteThe Maryland guitar maker founded by two PRS veterans · the signature

04

Knaggs

Built on the Eastern Shore.

Knaggs builds in Greensboro, Maryland, a small town on the state’s Eastern Shore, not Greensboro, North Carolina. In a 2020 announcement carried by Premier Guitar, Joe Knaggs described a new model as “built by the same skilled luthier’s here in Greensboro, MD.” The company’s About page says “a skilled team of experienced senior guitar builders” makes the instruments, a claim we give as its own.

The range has grown around the original names. The current website lists Severn X variants, among them a baritone, alongside the Choptank and Severn, “J” versions of the Kenai and Keya, and signature models for Steve Stevens, Billy Idol’s guitarist, as well as for Eric Steckel and Larry Mitchell; English Wikipedia also notes that Stevens has his own line of Knaggs guitars. The Creation Series are one-off commissions: the customer suggests a theme, Joe Knaggs interprets it, and, the company says, “the finished product is seen for the first time upon delivery.” We found no report of the company being sold; its website still credits Knaggs and Wolf as its founders.

For a design guide, Knaggs shows how a naming system rooted in one place, the rivers of the Chesapeake, can give a young brand a coherent voice. Compare PRS, where both founders made their names, and Lindy Fralin, whose pickups Knaggs planned for most of the first Chesapeake electrics. For this guide we use river blue, blued steel and a golden natural wood tone with a serif, an unofficial interpretation; no product or logo is reproduced.

05

Explore & save

Keep Knaggs’s identity on hand — save it to a board in the Made Good inspiration library.

Knaggs identity set

Pin the Knaggs river blue, blued steel and natural wood palette and the serif register to your own board.

Core Palette
Homage
Aa
River serif
The register
River serif
Gradient

♡ Save to a board

06

Source & notes

Sources: Knaggs Guitars (knaggsguitars.com: About, Creation Series and model pages, 2026, and Wayback captures from 2010 and 2012); Premier Guitar (“Knaggs Guitars,” May 2010 cover story, and “Knaggs Guitars Releases the Keya J,” 22 May 2020); Wikipedia (Steve Stevens). No official brand hex is published, so the tones here are an unofficial interpretation, and no product or mark is reproduced.