The client is an avid bow hunter. That's how he named his company, not that Archer is his last name. So when he asked me to take that into account on his identity I almost walked away. I told him I'd think about it with no intentions of really going there. As I was working through it, I thought of the targets and the thought of the radiating circles sort of made sense. I just put them in the shape of a house and it accomplished his goal and mine. A logo that was personal but also communicated his core brand services.
