Rebranding and Logo Design for Brooklin Tree Care

Mark and Eric Batty, owners of tree care companies in Brooklin, Ontario, engaged me to rebrand and reposition their businesses as cohesive divisions. Eric continued operating under the name Brooklin Tree Care, while his brother, Mark, transitioned his company from Sensible Tree Care to Brooklin Tree & Crane. Once the new names were finalized, I focused on designing their logos. The design process began with selecting and customizing a typeface to create a monogram that represented both the Batty family and their Brooklin roots. The "B" in the monogram served as a dual symbol for both "Batty" and "Brooklin." Understanding the need for versatility, I ensured that the logo would be clean and adaptable for various applications, such as printing on textiles like hats and shirts. The result was a refined monogram paired with a wordmark, perfectly suited to represent their brand across all mediums.

The Batty brothers wanted to have a tree in their logo. Looking at dozens of tree care companies across Ontario (and across the Google-verse), I saw that many use stock illustrations of trees, leaves and chainsaws to represent their companies. I wanted to give these lads from Brooklin an illustration of a tree that meant something to them. They were quick to decide on a Sugar Maple to represent their brand. When I asked if they had a photo of a Sugar Maple that meant something to them, Eric shared the photo below. This is the Sugar Maple they climbed and played in as boys. 
With some live tracing and a lot of editing in Adobe Illustrator, I was able to render the tree that started it all for these arborists as part of their brand. I finished it off by layering the tree on top of their monogram and above their wordmark.
It used to be that when Mark and Eric worked on the same job sites (which was 3 to 5 days a week), people would be confused. They would see two completely different company names. With the name change and the new design of their vehicle graphics, that problem is no longer. The monogram "B", wordmark and Sugar Maple are proudly on display as these large trucks roll down the road and park at the job site. These vehicle graphics are unique in the arboriculture industry and are easy to distinguish from their competitors.
Along with graphics for their crane, bucket truck and chip truck, I also designed their heavy-duty pickup trucks. For all of these graphics, I went with decals instead of full vehicle wraps. This kept the printing and install costs down while still providing a really big impact. Whether their pickups are used for site visits and estimating, or picking up groceries, they are really moving (or parked) billboards.
Over the last year, I've joined Mark, Eric and their crews at a wide range of jobs in the Durham region. Photography is a passion of mine and I take great care in shooting these pros at work. Here are just a few select shots from the field of these safety-conscious, professional, and hard-working crews.
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