![](https://jacobtender.net/content/images/2020/06/website-hero--1-.png)
A midwest-based electrician hired me to create a logomark for their new company back in 2017. The business doesn't have a web presence that I've been able to find, so I haven't seen my work in use, but I enjoyed creating a logo that would look smart on paper, repair vehicles, and embroidered on uniforms.
The Process
When the client approached me, I figured a lightening bolt was a good place to start. How to differentiate it and keep it professional was the challenge.
![](https://jacobtender.net/content/images/2020/06/Efficient-Electric-02-1.png)
What I started with wasn’t actually much different from the final result, just thinner. I knew I wanted the opportunity for a few tones that would make the logo pop in color and show some depth in grayscale.
![](https://jacobtender.net/content/images/2020/06/Efficient-Electric-03-1.png)
This was never shown to the client. Too zany.
![](https://jacobtender.net/content/images/2020/06/Efficient-Electric-05-1.png)
Here’s where the shape came into place. Strong and sturdy, just facing the wrong way. I liked the initial direction, but the Efficient Electric acronym just didn’t look right. The balance was off, so we sat on this for a few days to see how it felt.
We decided to nix the idea and flip it back around, opting for a few options using the company’s full name.
![](https://jacobtender.net/content/images/2020/06/Efficient-Electric-06.png)
Many of my local clients are interested primarily in simple logos that will look great in grayscale. Color isn’t normally a factor. I like to give them some options though, knowing that there will be opportunities beyond letterhead that they have yet to consider.
After asking about the client’s marketing plans, I chose a few colors that might appeal. Yellow was the favorite.
![](https://jacobtender.net/content/images/2020/06/Embroidered-Mockup-05.png)
A final one sheet of the approved designs.
![](https://jacobtender.net/content/images/2020/06/Efficient-Electric-08.png)