Property Patrols
Property Patrols help property owners get peace of mind. Founder Richard Kelly, a retired police officer and detective, wanted the logo to communicate trust and approachablity.
“I understand the desire to feel safe, secure and comfortable in your home. Unfortunately, scams and fraud are rampant, and it’s easy to fall victim to price gouging. I want to form trusted relationships with my customers so they can candidly share their experiences and property needs with me.”
Richard wanted the logo to subtly convey the law enforcement experience without looking like a private security company. He wanted to communicate “vetted home services” with custom iconography and a professional word mark.
He wanted to steer clear of colors associated with policing, like blue or black and wanted some warm color options. After seeing the custom brand photography, we refined brand colors and decided on a sophisticated neutral palette of dark blue-gray and a screened blue-gray tint with a rust and yellow pop.
He was open to the concept of a badge but didn’t want it to be too “cop-like,” such as an official seal emblem. The goal was to create a recognizable, memorable symbol different enough from other home-services-type businesses (realty, property management and security) to stand out.
Sometimes, clients telling us what they don’t want is just as helpful as what they do want when we’re designing a logo for their business.
We started with varied logo concepts using two “P” letters for a monogram design, an owl representing a watchful eye, a padlock/house to communicate security, a home inside a rainbow bubble, and a badge with a house roofline bisecting it.
The badge concept resonated the most as the shape acts as a protective border encircling the house. The bottom of the badge is also a checkmark that communicates trust, verification and task completion.
After the concept was approved, we got to work refining the shape, stroke width, and negative spacing and perfecting it into final art.
It was a challenge to communicate a niche intersection of former police officers turned into trusted property advisors visually, but we did it and are thrilled they love it, too!