Client Profile: Jaydco Excavation is a small construction company 

Objective: I was approached to create a logo that spoke credibly to each of their target audiences.

Target Audience: Home sellers in desperate need to sell their homes, Title Companies and Courthouses that might refer them, Lenders looking to invest, and Real Estate Brokers to sell.

Solution: The Identity Wordmark is the main logotype. It features the words “JAYDCO EXCAVATION” in a distinctive type treatment. This Wordmark can be used at small scale, and is a complete identity in and of itself.

This Type (Avenir) was chosen specifically for it’s Clean and Bold characteristics. The form of each letter is Modern and Geometric. The simplicity of each letterform has a friendly feel, yet the weight sets a solid, reliable tone to communicate organization and professionalism. 

The simplicity of the lettering and the counter-space of the letter “D” presented an opportunity to give this wordmark a distinctive feature in the form of an excavator “bucket.” The simplicity of the lettering really allows this feature to stand out.

Result: The client was very pleased with the final solution.