When starting this logo, I knew I wanted to add a graphic to give consumers a visual of the company at first glance. I wanted it to be something that could translate into an icon in the future, so it would give them the option of an icon, and a word mark.
I sketched out multiple logos and made several different variants between the text, icons, and the placement of each. Although I liked a lot of the ideas I came up with, I knew they had to remain simple enough to fit their style and branding. Then after deciding on what concepts I thought were the strongest, I brought them into Illustrator to clean them up and get a better feel for the design and layout.
After getting a feel for my designs in Illustrator, I then picked what I thought were my two strongest concepts. I made several different variants playing with colours that I thought matched their branding until I found the right combination.
I went with the two designs that I thought were clean and simple, but were different enough from their current logo and fit their branding well. From there, I decided which out of the two I liked best.
I decided to go with my first concept for the final logo. This logo features a simplified icon of grass and a new clean, modern typeface. I chose the first concept because it was a simpler version of the second, with a more distinct icon, and I knew Lawn Guys Co. would prefer that over something overly detailed.
The biggest challenge I faced while redesigning this logo was trying to find a graphic that symbolized the brand but was simple and easy to incorporate into the logo. Although the logo was not going to be used by Lawn Guys Co. officially, from my knowledge of their company, I knew the owner, Troy, would want it to be simple and straightforward. Because of that, it left me with limited options when trying to find a graphic that symbolizes lawn care that wasn’t too complex.
When I did land on it being an icon of grass, it was then figuring out where it fits best, and how to make it clean and still come off as blades of grass. I was told during the sketching process that a lot of my ideas looked like a crown instead of grass.
Overall I’m very satisfied with how the logo turned out, and I believe I was able to bring my vision to life even better than how I pictured it when I was sketching.
The step that helped me the most during the process was recreating several of my concepts in Illustrator, because it gives you a better sense of the layout, and can sometimes look better or worse than the initial sketch. I was able to decide which of my concepts was going to work going forward and help me settle on a concept faster.
