Greetings! I hope you all had a wonderful Valentines Day weekend. I have a logo I'm working on and would like some outside opinions.
There is no signifigance to the name, other than it gets him listed first in business directories. The main focus of this business is cleaning windows on constructions sites. As you can probably imagine, construction sites are dirty and windows in such environments are bombarded with a list of hard-to-remove substances. This company has an arsenal of industrial strength supplies to combat these challenges.
Okay, on to the proposed design:
The design is inspired by the owners history in the armed forces. He is an American veteran and, as he should be, is very proud of his service. It is a huge part of him and I thought it would be a unique avenue of approach in relation to the company identity.
The logo as a whole is meant to visually relate to a soldiers patch; A crest you might expect to see on a soldiers uniform. This approach allowed me to pay homage to his military career while also creating a graphic that communicated a sense of professionalism. Crest logos, such as universities for example, are commonly associated with such keywords as professional, trustworthy, quality etc.
The stripes are a common badge in the military which represents a rank of Sergeant. The stripes also remind me of window blinds. Now, you won't find window blinds in many construction sites, but obviously this company can and does expand past that limited market nitch; They also do residential and business windows. Also, the stripes in relation to the added stars visually hint at the American flag.
In addition to creating an American flag reference, the five stars also suggest superior quality in the same way five stars can communicate a great restaurant.
The banner is a classic staple of a crest design. It also allowed me to present the rest of the company name unabstructed.
The shape containing A+ is the outline of a hardhat (if it was facing towards you). I didn't want to make it obvious because, again, they do work outside of the construction business. I simply wanted a shape that could be associated with construction but at the same time not pigeonhole them into that particular market.
I didn't want to make the identity overly army-ish. This isn't a company housed inside an army base; It needs to have an army charm but still look corporate. To do this, I used a black and blue color pallette. As you know, blue is fairly common in corporate identities. Blue also reminds me of the color of Windex or other common glass cleaning agents, so it seamed like a good fit. It is also a color in the American flag, although not this particular shade obviously. The black is used for contrast as well as highlighting and emphasizing the name of the company (visual heirarchy and all that jazz).
I added some details like a gradient on the underside of the banner as well as a shadow. I'm usually not the kind of person to put these kinds of embellishments into an identity, but I'm starting to warm up to the idea. The logo could easily work as a single color if printing options are limited.
Thats it! Sorry for the long description, but I wanted to make sure I covered everything so you would understand where I was coming from. Any comments or suggestions on this logo would be fantastic. I don't have the luxury of working with other designers since I lost my primary design job, so hearing what other creatives think would be beneficial. Thanks in advance!