In this design, the “smarter” is expressed with a lightbulb symbol that ties directly back into the company name. It is also a nice symbol for home inspections because it implies that the inspector is helping the client to have more clarity in the home purchasing process. It is always good to think about the kinds of images that people searching for a home will find comforting. There are an awful lot of inspectors who design logos that appear as though their audience will be attending an action movie, this is not the kind of experience that home-buyers are looking for. A logo is designed primarily for the audience of that logo. You can have a logo design that looks really cool to you that primarily succeeds in scaring away people who would otherwise hire you. Always think through what a name is communicating to the clients first.
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