Marijn Carton

Amaury Ameel

The client is a independent landscaper by the name of Amaury Ameel. During the initial design brief it was clear to me that the client was leaning towards lots of clichés like trees and handwritten typefaces. After talking things through together, I advised him to abandon all clichés and suggested we strive towards a unique, yet recognizable logo to differentiate him from the competition.

Putting negative space to good use, I combined two tools of the trade (shear and shovel) to create the letter 'A' surrounded by a shield shape suggesting the regal-like treatment you will get when hiring Amaury Ameel for your landscaping.