The Scope:
Beatrice Landscaping and Lawn Care were founded by Rolando Velasquez in 1999, the same year as his firstborn child. In 2020 the company was later inherited by his daughter, Ms.Beatrice, whom I have had the privilege of working with. The company with lifelong customers needed a logo that truly represented their work, status, and ethic, representing nature, community, and sophistication.
Problem:
The company’s logo was outdated and did not represent its most significant principles, causing many missed business opportunities. After a series of coffee shop meetings with Ms.Beatrice, it was quickly recognized that the logo lacked simplicity, color, and storytelling.
Solution:
Ms.Beatrice wanted to include the tree in the front yard of her childhood home as a trace to where the company had once begun by her father. We decided to rework the logo while keeping its most important element, the tree, in place. The final product concluded with a simple look for future customers to easily recognize and remember. In addition, we added colors, green, gold, and black to represent the company’s morals. The company now has a visual presence in print and media with over 23 homes all around Nashville, meaning our goal to communicate trust, community and sophistication have been well fulfilled.
Color Theory:
Green: universally associated with nature and the environment.
Gold: universally associated with wealth and luxury
Black: universally associated with formality and power.
Credits:
T-shirt products and mockup sold by Zazzle.com
