In the construction industry, where many of the company's identities tend to blend together with similar ideas, my client wanted to stand out from the rest of the field. In our meeting where we first started going over the details of the brief it was made very clear that the ultimate message was that she was different.
She has a flare about her that was noticed immediately. She's fun, excited, serious, and professional all in one. To capture the essence of Cheryl Carnation, the owner and heart of Carnation Construction Co. was going to be a great challenge.
The incorporation of saw blades and tacky illustrations of flowers won't be memorable or original. The idea needed to be pushed further. In the second meeting over the phone, we discussed certain inspirations that stood out to her. Most other logos that Cheryl liked had to do with simple squares and a modern touch.