The owner of a new Lawn Care Company came to me in need of a logo and to help launch his business, Lola Lawn Care, named after his beloved dog. The demo he was targeting was young, affluent homeowners. After some initial sketches I sent, we both agreed on this flowing cursive workmark- It worked with the hand-drawn look of his dog, Lola, seen in her camo collar in the full logo, and up against the sharp san-serif custom typeface, a modified version of the House of Cards font, a type family from Dharma Type, more prominent in the horizontal logos. The contrasting juxtaposition of the sweeping tail of the L, and the sharp angles in lawn care, is jarring but pleasant. Both modern and elegant. A clean cut and fresh take on a literal dirty business.
The hand-lettered Lola was also dynamic enough as the primary wordmark to dismantle into the various other logo elements that are so crucial to reinforcing the brand as a whole. A logo isn't just a logo. It's a primary logo, secondary logo, wordmark, lettermark, horizontal versions, white versions, it's a whole thing. Find you a guy that can do it all.
Each logo element, from the full-logo you could blow up on a bill-board, down the the favicon which is smaller than your pinky nail, requires a level of detail you won't find in every graphic designer. Making sure you have the right color format to print (CMYK, usually!) versus digital (always RGB) and every format, font, or file you will ever, is not what I consider going above and beyond. That's standard. Baseline stuff.
The difference is in the details.
