Veteran Property Professionals
A Canadian Forces veteran commissioned this logo for his landscaping business. He wanted something that portrayed the desireable traits of military service - like discipline and hard work. But he also wanted to ensure he appeared friendly and approachable.
The smiling soldier and proud posed seems to deliver on that ask. He is framed in a shovel shape, but also a military rank (incidentally, one reminiscent of the client's own rank), trying it all together visually.
Of all the iterations, the logo design which was preffered by the client was one where the business name was integrated into the soldier icon. It had to be useable in many applications:
Unable to sway the client away from the "patch" style logo (which did look great on clothing), I new I had to offer an alternative. This compromise led to the alternate "signage version" seen above.