A very simple concept really. This was a naming project, as well as a full corporate identity. The “square” is a universal tool among builders and contractors. The name had legs beyond the obvious tool-of-the-trade metaphor. It had extensions to characteristics like honesty and integrity. When settling up a bill, a person might say “So, are we ‘Square’?” When a person made a fair trade, they would say they got a “Square Deal”. And the best characteristic of “Number 1” grade premium lumber was that it was “true” or “square”.
Basically, this was such a good name that the logo almost designed itself. Once we saw the first sketch of the logo, the main selling line just popped out: “You always come back to SquareOne”.
This is a compilation of some of my favs through the years. Some are revised from the originals. Some are unpublished. And some is just for fun. If you see something you like, drop me a line and let me know. Also, check out more current work at broderickadvertising.com or the social media links below.