Daily Brand #6 - logo desing for environmental consultancy

Cliche in graphic design... more precisely logo design. "Don't make the logo a car for a car dealership, don't make a table for the logo of a furniture company..."

I'm sure we have found ourselves seeing and saying this more than once. This design choice has apparently become something that a lot of beginning designer avoid like its flu, partly because it seems like an amateur thing to do..

But I find myself going this route more than I'm aware probably. But why is it that using the same object of business in logo design is such an "amateur" move? Perhaps it came about from all the overuse of cheap clip art logos used on freelance platforms, thus creating a stigma for such design.

However, if used correctly this method can prove to be the most effective as the role of an effective logo. When it comes down to it, a good logo design is: simple, memorable and APPROPRIATE.

Now, I'm not saying that an abstract mark can't be appropriate, but if we can make the audience connect and relate with the business, while not being amateur about it, why not make a tasteful and unique house logo for a housing company, allowing for instant recognition in what the business is about.

When I designed this, I looked to combine the overal aspiration of the company (leaf) with an element relating to the name (hidden J) .

JEM provides a broad range of environmental and safety consulting services to private sector clients. Specializing in the strategic management of environmental affairs, JEM provides a balance between the technical and business aspects of environmental and safety compliance.