![](https://cdn.myportfolio.com/727dbddb-2b67-4348-bbcc-746ad38c1cd0/4e3eabed-b682-45af-aa74-fc26a71a8c44_rw_600.png?h=ff85591f21d26901e3495c70f5b2cc06)
![](https://cdn.myportfolio.com/727dbddb-2b67-4348-bbcc-746ad38c1cd0/2f292f39-fb22-4682-a0ae-59fe79e0991c_rw_1200.png?h=53242ff4a0c32c660f1ed551a04ff295)
![](https://cdn.myportfolio.com/727dbddb-2b67-4348-bbcc-746ad38c1cd0/ded4c044-1daf-4493-93e0-a75cb612a270_rw_600.png?h=7bf2cc8696d4957712eac7619ee26a9e)
Project Goals: Recreate the brand logo and identity of a local home services business to be more modern, friendly, and inviting to the business' clientele.
Deliverables: New logo design, branding kit, mock-ups, electronic files
Using Something Old to Create Something New
P.G.'s line of work is rough and physically demanding, but his clients are primarily residential homeowners. I started with P. G.'s original logo. It had potential: The logo clearly nodded to the services his business provides, and the design itself wasn't overly crowded.
But it lacked softness. It was a working man's logo, and it could use a modern touch to appeal to the homeowners that use his services.
It could also use simplicity. It had a list of services tacked on, which was information that would be good for a business card, but not for a logo.
Brand identity keywords: colorful, modern, simple, inviting, quality
I kept P. G.'s wrench-and-building design and simplified its presentation. The new logo presented the same spirit in a more modern manner.
I moved the text describing the business' provided services to the back of the business card.
I chose inviting, bright colors to soften the overall impression of P.G.'s business.
Font-wise, I used Acumen Variable Concept and Corbel Bold.
![](https://cdn.myportfolio.com/727dbddb-2b67-4348-bbcc-746ad38c1cd0/390fdfa3-41c1-4c81-b6bf-8587599717ea_rw_1200.jpg?h=18052ded52175a4e6e183d2e886ac852)
P. G.'s original logo. It had potential, but it needed a modern touch.
![](https://cdn.myportfolio.com/727dbddb-2b67-4348-bbcc-746ad38c1cd0/a09280fb-ea55-4215-9d39-3041f6880dee_rw_1200.png?h=81801f5b8f68daf7c3547c9aa22df0f1)
![](https://cdn.myportfolio.com/727dbddb-2b67-4348-bbcc-746ad38c1cd0/8979a908-9075-4f4c-925c-68aad48d180c_rw_3840.png?h=a1aa07c420576b32fb38ba8affcacab2)
![](https://cdn.myportfolio.com/727dbddb-2b67-4348-bbcc-746ad38c1cd0/e0daa9ab-e6c3-4556-b2d9-ba9e760d2b59_rw_3840.png?h=35182be759f3934f8b28d6af0b01ffb3)
![Logo mock-up](https://cdn.myportfolio.com/727dbddb-2b67-4348-bbcc-746ad38c1cd0/483be8c7-2edc-4386-a477-4ef92278b021_rw_3840.png?h=bc7357dba60c02eeab58111038c6590f)
Logo mock-up
![Business card (front) mock-up](https://cdn.myportfolio.com/727dbddb-2b67-4348-bbcc-746ad38c1cd0/a62a6a9e-03b5-4d1a-8e0a-58c258373c61_rw_3840.png?h=8aeade5258f677b8f5c717d9e2b6c647)
Business card (front) mock-up
![Business card (front and back) mock-up](https://cdn.myportfolio.com/727dbddb-2b67-4348-bbcc-746ad38c1cd0/5fedfdd7-871b-4724-9d05-7ef98da718b1_rw_3840.png?h=61850887b959c8e276c668ad49003186)
Business card (front and back) mock-up
![Apparel mock-up](https://cdn.myportfolio.com/727dbddb-2b67-4348-bbcc-746ad38c1cd0/68642c91-2019-41ab-8b92-abb3003e728f_rw_3840.png?h=0473519edd52add2ffa3df9bb80020f7)
Apparel mock-up
![Stationery mock-up #1](https://cdn.myportfolio.com/727dbddb-2b67-4348-bbcc-746ad38c1cd0/f657e51c-67c5-4991-99c3-0aa81e906e59_rw_3840.png?h=a0af335708f145b9f34cfc2d4dedd2a2)
Stationery mock-up #1
![Stationery mock-up #2](https://cdn.myportfolio.com/727dbddb-2b67-4348-bbcc-746ad38c1cd0/948cd9aa-08d7-4934-a370-40123b64545f_rw_3840.png?h=1e9161c5faa6412ec34e47d492b2abe6)