THE GOLDEN CUT TREE SERVICE

The Hammond Forestry Rebrand
A local tree service company came to me with the need for a rebrand. The main issue was the name, the client felt that
it was unapproachable and wanted to have a more high-end look for their company.
These are the first initial concepts for the rebrand. These were created to be conversation starter. The client was not totally sure what direction that they wanted to go in, so a few rough ideas for what looks we could possibly go towards. There was discussion of "The Golden Touch" and a play off of King Midas, but we discussed how that could make it unclear what his business was about. (As well as the nod to the company, Midas Total Car Care)
 
“Golden” implies high level business, high quality, top of the line services.
 
Using “Cut” implies the cutting and trimming of trees, where  “touch” can be unclear and ambiguous. 
 
using “tree service” reiterates that idea, and sounds better than using “tree care” alongside “cut”.
It also reinforces the idea that you are providing people with a service. 
After feedback, and many discussions, the first two proposed logos are above. 
 
The first logo has a chainsaw as a graphic element with a strong, rustic feeling.
However, the amount of detail on the logo makes it hard to size it down to be on smaller applications, or on anything but a white background. Likely, you would be only able to use the entire logo sparingly, and would be able to use the type treatment separately. 
 
The second logo, which was my recommended logo, has a simple, identifiable graphic element that gets the point across
of what your business is, without being overwhelming. It is stylistic, and would work well on any application – from business cards,
to t-shirts, to vinyl decals on your work trucks.
The client liked the second logo, and we were set to move forward with it. After a little consideration, however, the client was concerned that the saw element looked too much like a table saw and wanted to see some options where the blade was more like a chainsaw. 
 
The client asked to see the first layout, a full chainsaw blade. I felt that it just didn't balance well, and lost the feeling of the initial chosen logo. I went ahead and re-worked the original logo to extend past the company name, to reinforce the chainsaw shape and made the blade thicker for a more rugged feel. The client ended up choosing the second logo as the final application with a few minor changes.
Instead of saying "EST. 2016, NILES, MI" the client wanted to add "VETERAN OWNED" in its place. This is the final logo.
 
THE NEW BUSINESS SYSTEM
The Golden Cut
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The Golden Cut

The Golden Cut Tree Service is a freelance rebrand I recently completed for a local client.
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