I offer high-end professional handyman services. My brand does not emphasize being the "low-price leader". I’m not attempting to appeal to every homeowner with a to-do list. Instead, I’m specifically targeting those who place a very high value on having someone they can trust come into their home & do this work for them – someone who won’t harm their family or steal their stuff… someone who shows up on time & does what they say they’ll do.
Money is not the primary factor for this person’s decision – they understand that you get what you pay for and they will gladly pay a premium to get the quality and integrity they want in a contractor.
My ideal customer could be a single working mother in a professional occupation. It could be a busy 2-income family with children & no time. It could be someone hiring on behalf of an elderly parent, & concerned about their safety. It could be a businessperson who can’t spare the mental energy a to-do list requires – they just want to make a phone call & have it done by someone they can trust.
I want the logo to be masculine because I’m a man, but it shouldn’t be biker-gang, ultimate-fighting, drag-racing, masculine. It should make a mainstream woman feel totally comfortable, safe, and secure. Women will likely be the driving force behind getting the repairs done, thus they’re the primary ones I want to appeal to. So the bottom line is that the logo should appeal to women, but not look feminine (e.g. no flowers… candles… etc.)
The logo needs to convey a sense of peace, trust, stability, honesty & security. To a woman it should say, “You can trust me in your home. I’m not going to hurt you. I’m not going to hurt your children. I’m not going to steal your stuff. I’m not going to be pushy and try to sell you a bunch of things you don’t want. I’m going to get things done and make life easy for you.” To a man it should say, “Your wife is safe around me. Your children are safe around me. I’m no threat to you. I’m here to do a job, do it well, and then leave.” As a husband & father, this is one of my primary considerations when hiring contractors: are my wife & children safe while I’m away?
The overall look should be simple – as the business name implies. I like the idea of a minimalistic look, yet something that’s easy to read & clearly indicates the service being offered.
In terms of lettering, I kind of like blueprint-style – something you’d see on an architectural or engineering drawing, but I’m open to suggestions and not locked into this.
“Simply Renewed Spaces” is intentionally vague in kind of a cool way, I think. It can mean that I make the process of renewing your space simple. It can mean that I take on simple (i.e. small-scale) projects that refresh and renew a space. It can mean that your space is completely overhauled – that you simply renewed it. All of the above are good and are aspects of what I do.
That being said, the name itself doesn’t make it obvious what I do – which is handyman work & perhaps some light remodeling. So it would be great if the logo could help communicate this. At some point when I do business cards, I was thinking of adding a tag line that says “Professional handyman services,” or “Handyman & light remodeling services,” something like that.
At the risk of stating the obvious, the logo should look great in various applications (web site, business cards, professional uniform/shirt, vehicle branding, etc.). It should be easy to read at a distance – say on a vehicle or a small job-site sign (as opposed to a billboard).
The logo could be the business name itself (like the Whole Foods logo), or a symbol (like the Nike swoosh) or a combination. I’m open to ideas there. But as I mentioned, the name “Simply Renewed Spaces” doesn’t specifically state handyman work, remodeling, etc., so I’m leaning towards the logo including a symbol that makes this a little more obvious. It would be really cool if that could be done without using the stereotypical hammer, screwdriver, etc. I’m not opposed to using these – especially if it’s in a unique way, it’s just that I think the resulting logo risks blending in with all my competition. It would be nice if it were a bit more memorable than that. There are a thousand other handymen out there with hammers for a logo. ☺
BTW, I also do custom projects for customers - especially reclaimed things. For example, maybe they're building a new deck so I'll make a custom picture frame or mirror out of the old deck boards as a keepsake. Or maybe their child has grown up & they want to get rid of the childhood desk but not lose the memory, so maybe I build a small shelf using wood from the desk. That type of thing...