Creating a logo for Steward Handyman Services began with comparative branding analysis and market research. This involves an examination of branding trends in the “handyman” industry and the construction (or contracting) sector.
Unfortunately, the handyman industry is flooded with branding styles that incorporate a wide range of features. We wanted something that looked confident, modern, and professional. We want clients to look at this logo and feel drawn to the sense of quality and reliability that stands behind the brand.
While a lot of handyman services rely on a casual appeal, we wanted the logo to elicit a sense of quality and dependability: somewhere (strange as it may sound) in the range of an athletic brand meets utility provider. Although many logos in the handyman industry are complicated and busy, our design needed to be simple, bold, crisp, and clear. As a result, we went with a strong, no-frills sans-serif font – Raleway Black – and incorporated a house into the logo.
Since a solitary house icon would have been entirely cliché, we trick the mind by incorporating an “S” into the house icon. This allows for a sharp two-color scheme in the full color version of the logo. It also makes the house icon “ours” or original. It is no longer a ubiquitous icon, it is definitively Steward’s logo.
The final result relies on a blue and orange color scheme that transcends the norms within the industry without straying too far from the use of orange in construction. The blue, a confident color, is the primary color while the orange provides a sharp accent that helps the logo stand out.
The final product elicits confidence and reliability, which fits the client’s ethos and approaches the felt needs of the average client within the industry. Several variations with horizontal and vertical symmetry were designed to give the logo adaptability for a wide range of applications.
