About this logo.
In 2008, with locations around New England (Albany, Nashua, Portland, and Woburn), over ten years of history providing lawn care services, and about 50 employees, Lawn Dawg was facing a problem many medium-sized B2C businesses face: “how do I get more customers?” Previously, their marketing was based almost entirely on telemarketing. But when the do not call laws came out, they were in a pickle—their main source of leads had dried up. They had made a significant effort in advertising, marketing, and online media, but met with limited success.
So at the end of two tough marketing years, Lawn Dawg contacted MESH for help with their marketing. Our first suggestion was to do away with the old logo. It had served them well as a smaller business, but Lawn Dawg had really evolved over the years, and the home-grown logo just wasn’t cutting it with new customers.
MESH stayed true to the original concept of having a happy, energetic dog as the mark—including the big, floppy ears. We also stuck with using a color palette that wasn’t the norm for the industry. Many other companies were using blues and greens. We selected orange and green as the core colors, while using blue as an accent color. We freshened up the type, and really tried to convey a “green” (think environment) business, that tied into their EarthCare Lawn Service.