To express Helpmate's friendly nature, we designed a logo with the mouth of a repairman laughing, but because the worker himself felt that the original sign was too simple and wanted to see a more American version of the logo, we met the customer.
Designing a detailed sign was a real challenge, and although we gave up the original friendliness, the sign got a masculine and reliable impression.
However, we did not give up the friendly brand and used bright colors to highlight it.