After twenty five years in business, Ahearn Pump & Well needed to strengthen its visual branding. But it didn’t want – or need – anything flashy or overly modern. Ahearn wanted a mark that would further a reputation built on “quality, service, and reliability.”
To visually convey that reputation, I went with a vintage style logo. The trick was to make it look not old but classic. From the badge shape, to the font, to the old-fashioned water pump silhouette, I strove to design a logo that could have worked when they opened in 1991 or all the way back to 1941 while still having enough modern pop to help Ahearn stand out decades from now.