NEW NAME, NEW LOGO, BIG FUTURE.
This business began a few years ago as a home handyman service. The owners, a husband and wife team, picked a simple name using the husband’s initials and got a basic logo off the internet. With a focus on reliability, quality and excellent customer service, they quickly found success and started to get inquiries about maintenance services for larger commercial properties.
They realised if they wanted to grow the business, and compete for larger contracts, they needed to change their name and their brand to appeal to corporate clients, but without completely alienating their domestic handyman customers.
The new name, The Property Squad, satisfied a few criteria. The word ‘Property’ encompassed everything from a suburban home, to a city office tower, to a restaurant. The word ‘Squad’ made them sound formidable and gave the business room to grow. It also moved the focus of the brand off the owner, and on to his team of tradesmen. But the thing that clinched it, was that during our Brand Discovery workshop, we learnt that the owner had spent his younger years in the defence force and that this still influenced his business style – The Property Squad was the perfect fit.
The logo incorporates all of this. At the base is the shape of a house representing their origins in home maintenance. The lines above it creates the profile of an office tower or apartment building representing their expansion into commercial property. Plus, when displayed on a sleave, the logo has the appearance of a military insignia with three chevrons.⠀⠀⠀⠀⠀⠀⠀⠀⠀
The colours – dark navy and modern jade – are fresh, contemporary and easy to recreate on everything from car signage to clothing. Most importantly they steer clear of the predictable red, black and yellow that prevails in the property/trades sector.