Joe approached me needing a logo, like, yesterday. My quickie logo option is sometimes the right fit for trades people who have been working for a long time without any brand recognition. They are looking to continue providing their expert service to an established client base, but want something to put on their door and business card.

Modernizing the old-school tradesman business was one of the avenues I took in building Joe's and it won out in the end. Joe loved a script font and I leaned on imagery from old custom sign painting and hand drawn animation.

To modernize the look and feel and maximize contrast, black and white with a gold accent was chosen as a color palette. I designed some variety in the lockup of the logo and created a few badges to utilize on hats and merch.