Established tree-surgery business Tree Care Limited got in touch for a brand freshen-up to replace their previous identity, which consisted of a WordArt-style header created by one of the directors years ago. With this brand, I wanted to retain an air of toughness to reflect the hard graft involved in the work they carry out, yet with a softness that reflected the nature of the living things they tend to (that'll be the trees). This inspired the font choice to accompany the cycle device (explained in the next paragraph), Rubik, in a medium weight, due to its sturdy nature but with the soft touch of those rounded edges.
The cycle device was directly inspired by the very straightforward name of the business, which accurately describes that they offer. As biological matter, trees grow, their leaves fall, and when they eventually fall they're returned to earth, only to feed the next generation of trees - it's this cyclical nature (3 above) that led me to choose a circular shape, adding the tree (1 above) and the hand (2 above) on the other side in a hugging fashion to illustrate the notion of caring for the trees, rather than trimming or removing them with no regard for their future.
Simple, yet effective and breathing a little bit of modernity into a well-established business.