A mark you can read from a truck window at fifty kilometres an hour, on every machine they own. Johnny and Sarah have been putting their name on excavation work for years, and they do it well. This one is my parents' business, and the most personal project I have taken on.
I've been around business owners my whole life. Johnny and Sarah have always run their own. They're proud to put their name on this work because the work is good. Getting to use my business to help carry their legacy forward is the most personal project I've taken on.
They wanted to keep the excavator from the original logo, and I understood why. But detailed equipment disappears the moment you step back. On a machine, on a sign, from the road, it turns to mush and reads as dated. A logo on heavy equipment has one job: be recognizable at distance.
So we built a bold, simplified mark that holds at any size and reads instantly at distance, while still carrying what the crew actually is: efficient, accurate, and working as a unit.
The mark went onto the equipment, which is the best advertising they own. Every machine on a site is a sign, and now people driving past a job know exactly whose crew is doing the work. It carried into the website and the social look too, and we post each new project as it happens. In a trade that runs on word of mouth, showing the work is the marketing.
