Background:

S.R. Freeman, a growing construction company in the Silicon Valley, realized that they were outgrowing their logo. Although they liked the original concept, the logo was not scalable, and didn't maintain its readability in different mediums. However, they were already attached to the logo and had invested years of branding in the mark. Any logo redesign would have to incorporate elements from the previous logo. Another requirement for the new logo was that it had to simultaneously target two very different demographics: employees (construction workers) & clients (high end homeowners).

Before:

After:

To solve this design problem, and provide a solution to the client, I created a new logo. The new mark kept the saw blade shape from the original logo. However, in the new mark the name of the company became the primary focus, and the saw blade the secondary. I created a logo which maintained its readability in multiple mediums, and both small and large formats. The new logo is classy enough to appeal to the homeowner demographic, but will not alienate the employee demographic. In the end, the project was a success.

Alina's Feedback:

Willie vastly improved this mark! The name of the firm, as well as the nature of the business is much clearer now, and much more professional in its appearance. I like the way he made the hierarchy start with the name of the business to what it does, with the blade lending visual support and interest. I would think that the public would be much more likely to try this business now that they have a better knowledge of what it's about and its professionalism.