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”.