I drove to Idaho Falls a few weeks ago to meet with a SCORE mentor . As I cruised down Highway 20, I passed a box truck and noticed its distinctive and simple logo. That’s the inspiration behind my new blog post.
The logo wasn’t particularly creative, or artistic, or inimitable. The company is a disaster restoration and remodeling company. Neither their company nor their logo gives any indication of the type of work they do.
Still, I love this logo.
This logo is all about the relationship between the L & D. I love how it interlocks. The color combination is spot on but not so rigid that it couldn’t change for a brand refresh. It’s clean and bold. It requires no special versions for web, print, banners or other types of materials.
When I got home, I looked up “Davis Restoration Idaho Falls” and it was the #1 result on Google (good job on SEO, gang!) In addition to the logo, Paul Davis Restoration of Idaho also designed some icons to go with their services.
Excuse me while I pass out. I am loving this brand look.
The icons are a great way to tell the damage restoration story. You don’t really know what restoration is until you need it, and since “damage” is one of the top keywords on the site, my guess is that “urgent” and “stress” appear too when the subject comes up. With all that going on, using imagery to explain how the company can help the customer is smart and moves Paul Davis’ prospects along in the buying cycle.
While there are some dramatic images on the site–fire, a roof kissed by a tree, mold damage–these icons serve as a calm, non-judgmental visual reminder of the company’s offering.
What I don’t love.
The company name doesn’t tell me what the company does. It could be an interior design firm (in fact, I thought it was at first glance — due to the look and that it was on a delivery-type box truck), an architecture firm or a real estate agent. The tagline “recover, reconstruct, restore” must always travels with the logo to provide an explanation of the company’s services..
Minor. I’m still drooling over all of it. High-five to the Paul Davis Restoration design team.
Love it or hate it? Logo design is sensitive to people’s individual tastes, preferences and product prejudices. I’d love to hear your take in the comments.