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”.
I’m the world’s worst at picking my own stuff to show. But I did manage to pull together a few things. Most are just as they were published, but a few are like “director’s cuts”, with my own improvements. Some things are unpublished, shown just for fun.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. I am solely responsible for errors and/or omissions, but— I take zero responsibility for them, ’cause life’s too short to worry about such things.