State and Lemp Logo Design

State & Lemp

Not all logos are created equal. A great logo does more than simply share the name of your company with your customers—it  sets the tone regarding who you are and how you do business. It also increases your brand awareness, cultivates customer loyalty, and helps you attract the right kind of customers—and it can do all that before you even interact. A bad logo on the other hand, can mislead and confuse your customers, or worse yet send the message that you don’t care about details. In some industries, the effects of having a bad logo aren’t so severe, while in others they can be devastating. Let’s take a look at an example:

While typography connoisseurs might cringe at the font choice, there’s nothing “wrong” with this logo. It does its job: clearly the company mows lawns. But their logo lacks the kind of refinement that can set it apart in the marketplace. For contrast, let’s take a look at a lawn care company who came to Trademark. Here’s the primary logo:

…and here’s the identity breakdown:

Clearly, any company who self-identifies as  “persnikety” prides itself on the exacting quality of its work. We crafted a logo that highlighted this difference. Now put yourself in the shoes of a customer looking for lawn care. If you were simply in the market for a cheap mow, you might prefer the company whose services appear less costly. However, if you own a larger estate, or have a more discerning eye for quality (and presumably a larger lawn maintenance budget), you’d probably be more attracted to the Trademark logo.

But have you ever thought about what goes into crafting a beautiful logo? While the finished product might be elegant and simple, the process can be messy and complicated. When you come to Trademark looking for a logo, our designers need to thoroughly understand you and your business before they can begin drawing. What do you specialize in? What kind of clients are you trying to attract? What kind of atmosphere do you want to project?

Remi McManus sits down with John Yarnell.

For example, when restauranteurs Remi McManus and Jay Henry came to Trademark to begin identity work on their new upscale restaurant State and Lemp, it was immediately clear that this restaurant was trying to do things differently. While many fantastic new restaurants have opened recently in Boise (Alavita, The Dish, and Yokozuna Teriyaki being just a few), State and Lemp is offering something unique: a fixed-price, five-course meal. It was imperative that the logo strike the right tone. After meeting extensively Remi and Jay, Trademark’s designers got to work. Dozens upon dozens of ideas were explored.

A few of the ideas entertained during the exploration phase of the design process.

Some of those ideas were quickly dismissed, while others warranted further investigation. After the initial round of brainstorming, Trademark held their first creative review with Remi and Jay to see which directions to pursue more.

A detail of one of the sketches that was “left of the board.”

One  interesting feature of this new restaurant was the building itself. Located at an irregular intersection, the building’s floor-plan is highly unusual, and will no doubt play a significant part in the dining atmosphere. When viewed from the air, the shape created by the intersection, as well as the building’s footprint caught our designer’s eye.


From there, Trademark’s designers began investigating how to use this shape within the logo.

The logo design, starting to take shape.

Another evolution of the design

After a great deal of refinement, the following polished examples were shown to the clients.

The final round of creative review.

After one subtle color adjustment, the logo was compete, and ready to be utilized throughout all of State and Lemp’s collateral, online presence, and hard signage.  Ove the coming months, we’ll be helping State and Lemp with their branding in many ways. Stay tuned—we’ll post a follow-up piece about the many ways Trademark can apply your logo throughout your business.