Third-generation business owner, Justin Miller, contacted me about updating the logo and brand identity for the family business, J. Miller Electric, now that he's at the helm.
He wanted the revised logo to maintain a visual connection to the previous versions, but be more modern and move away from focusing on the 'm' in Miller when the name of the company is actually J. Miller Electric, not Miller Electric.
The resulting brand identity increases the intensity of the existing red and yellow colors and adds additional colors to increase variety—a reddish orange and a brighter yellow. Roboto was chosen as the brand's typeface as a clean, modern sans-serif that's easy to read; plus the name is a subtle nod to all things electric, electronic, and digital.
What was originally presented as a logo option evolved into a branded sticker that J. Miller Electric employees can adhere to the electric boxes they install as a way to leave their mark.