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NEW LOGO DESIGNED BY:

ORIGINAL LOGO:

ARETAE ELECRIC

All designed by Will Phillips Jr from Memphis, TN
	In this design I decided to use three lines curving upward. This denotes motion, swiftness, and the lines flowing upward give a subtle impression that they are reaching high, striving for excellence. This goes in agreement with the meaning of ARETAE, to strive to higher standards, to do your best. The lines are supposed to represent the different wires electricians often come across. The gradient in the center of these gives the idea that a charge is running upward through them, giving the design energy. The font, Archie Regular, has a hint of Greek in it, especially in the way the “e’s” lean back. The glowing light bulb over the “i” again suggest that the theme for this logo is electricity. Many people often think of light when they think of electricity. The blue line going through gives a small hint of greek- since blue represents them in their flag. The white background would blend in perfectly with the white work van.
This design is the same as above with some minor differences. First, the background is black. This really brings out the colors more and makes them more vibrant and attractive. The glow around the light bulb is much easier to see over a dark background.
	The same as above. The only difference here is the lens flare over the “i”. Once again, this is something that people can relate electricity to. The light bulb did not fit this font at all. The lens flare has a more impressive effect here. It has a more realistic look. And people are often quite impressed with realism. Again it appears much better over a dark background as opposed to a light one.
This design is the same as those above, but again we are exploring some differences. The only difference here is the font. This font, A770-Roman-Regular, has a more refined and suave feel to it. It still has a Greek appearance. It looks more professional and, being a script, has a warm and approachable look to it.
	This design plays on the idea of power cords to denote working in electricity. The power plug is cleverly used as a substitute for the letter “A” in the company name. The cord then flows around and underlines the name very nicely, as it fades off. The font goes perfectly with the design. It has the idea that a cord is spelling out the company name. This idea seems more down to earth, something that people would not be intimidated by.