FD Jones Electric

FD Jones is a second generation electrical contractor headquartered in Mattapoisett, MA. They’ve developed a loyal customer base in the region through their excellent and dependable service but their brand was a patchwork quilt of logos, colors, and typefaces that didn’t project a professional face. “We don’t want to be perceived as just another guy in a pickup truck,” was the edict from the owner.

FD Jones’ needs were simple: design a new logo that they could apply to their new website, business cards, and vehicles. So I picked up the Kelly Green they were using on their vans and paired it with a gold (an excellent conductor of electricity) for contrast. I selected a type with sharp serifs that would echo the angles in the lightning bolt symbol.