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The best part of this project was the owner's willingness and desire to own the metaphor of a 'blue sky.' He liked the idea of 'potential', 'hope', and 'promise' that his services ultimately offered people.
Of course, I made sure to sketch through all the cliche 'home' logo ideas in order to get them out of the way. And then all the good stuff happened.
Eventually, the logo (which is a blue sky and some steps, arrows, rooflines, or otherwise), led to the graphic language, brand, and website experience.
