When an established business comes to me for branding, the first thing that needs to be decided is do they need a new logo, or do they need to improve their existing one. A entirely new, strong logo is recommended when the business has an existing logo that is poorly designed and ineffectively communicates something about the business to its customers. This new logo will help them start building a strong brand. In some cases, however, a popular business can have an existing logo that has the above faults but, it has become a familiar visual representation of the business to its customers. In these cases, we don’t want to lose that existing connection and the benefits it brings. So, an improved, updated, more professional, better designed version of the logo is recommended.

Jones Services came to Vela Advertising because they wanted to improve their branding efforts. Jones provides heating, plumbing, air conditioning and electrical services to homeowners in the lower Hudson Valley area of New York.

The first step in helping with their branding was to investigate what they had currently and how it was performing. As a long time resident of Warwick, New York I was familiar with them. Like most residents, I had seen their trucks frequently out on the local roads. There was a familiarity with their current logo. “The circle with the red dot.”

The existing logo however was poorly designed and looked very amateurish. Because Jones was a successful and established company and there was existing recognition of key elements of the logo, it was decided to evolve and upgrade the existing logo over creating something entirely new.

The new logo is cleaner, stronger, bolder and more professional looking, without losing the brand recognition that had been built up.

As part of the branding and logo improvement process we removed the company slogan, and list of services from the logo art. A new slogan was created that better communicates the Jones difference and benefit to customers: you can get all these important services for your home from one reliable, reputable company. Not only will your house be happy but so will you and your family. The new slogan is, “We keep homes happy.”

To help Jones communicate their breadth of services we created 4 main service icons to be used in marketing materials. This was a cleaner, more attractive way to show customers what they offer. Listing the services within their original logo just made the logo, and brand, cluttered and weaker.

As I previously mentioned, local residents like myself have become very familiar with seeing a Jones truck out on the road. So I was very excited to get to redesign their truck graphics to go along with our new branding effort. Like on all jobs there is back and forth, give and take between what designer recommends and what the client wants. In the end it’s my job to make sure both the client and me, as the designer, are proud of the outcome, as it was with this project.

Another component of the new branding was the redesign of the t-shirts worn by employees on the job. In the end two designs were approved and produced. One for employees, and one as a promotional handout to customers. Both communicate the strength of the new brand, logo and professionalism of Jones Services.

Employee T-Shirt

Customer T-Shirt

Additional re-branding projects are under discussion, such as additional vehicle graphics, building graphics and signage. I am looking forward to continuing the upgrade of all their visual communications to the new branding we have developed.