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.
P. G.'s original logo. It had potential, but it needed a modern touch.
Logo mock-up
Business card (front) mock-up
Business card (front and back) mock-up
Apparel mock-up
Stationery mock-up #1
