Challenge
Lawson Air Conditioning & Plumbing has served the north Georgia region for over 75 years. In 2024, leadership decided to build on that established presence with a new brand. The evolution began with the MVC branding process of discovery.
Solution
It was important to Lawson that the new logo honors the ties to its legacy. This was addressed by starting with similar colors and letter forms. The separation of the name and sun graphic was crucial in creating a simplified, cleaner and more legible mark. This update positions Lawson well against regional and national competitors.
Before
After
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Morton, Vardeman & Carlson is a 50-year-old agency with a start-up attitude. Our goal is to be a destination agency for our clients, team members, and partners by cultivating authentic relationships and adding long-term value to everyone we work with.