The key brief for this job was to create a logo which included a caricature of the two brothers pushing a lawn mower. I was aware the boys’ grandfather had collected classic sports cars over the years, so I thought the lawn mower really ought to be something special.
It turned out that adding the hood and grille of a supercharged muscle car made this lawn chopper TOO much like a car. What else did we use back in the day to make our ride seem well groomed? Rear window louvres? A spoiler? Ground scraping fibreglass fenders? Ah! Halogen lamps. Great for those night time cuttin’ sessions.
The shield shape is loosely based on the motor cross section of a reel mower and styled for the feel of an American Taxi, Trucking or Racing team logo: the chequers communicate speed, efficiency and competence. The halfscreen dot gradient helped to bring the retro 50’s aesthetic I wanted to present.
One concern with the shield was to construct it in such a way it didn’t resemble a motorcycle gang patch!