When you’re a graphic designer, everyone you know will usually come to you for any “creative work” they need. Sometimes it’s dumb, other times it’s fun. This is one of those times where it was fun.
My boyfriend, Luis, during the initial quarantine period last year, experienced a lay off from his job. While home, he decided he wanted to invest in something that would eventually pay for itself: a tractor.
One day, he says to me, “guess what I just bought!” and shows me a picture of what I call a “big, orange bug”. He bought this beautiful, bright pumpkin orange kubota (the actual color is “Kubota Orange”—so innovative, so creative) tractor as well as some accessories for it. That entire week, he rode around in it, built a new shed for his pieces, cleared a section of his yard so we could start a garden, and started telling his friends and family to spread the word. It was decided using this tractor would be a side hustle for him, which was good for some sort of income while unemployed, even if patchy.
With this decision, he wanted to make it a little more professional. Together, we worked on a logo, and put that logo on business cards, signs, and magnets he put on his truck.
His vision was to incorporate both his new toy and the color. He also made it clear that he did not want the tractor to be orange, because he was afraid it wouldn’t stand out enough.
We went through a few (read: several) ideas at first. None of them really spoke to him or how he felt his new venture should be portrayed to a tee, but he did have some partial feelings to a couple. He also insisted the word “backhoe” be used so people had a specific idea of what services he actually offered and that he was not just a handyman.
Although I no longer have these printouts we pinned up to show, I still have the digital version. He circled a couple from this initial round and we took it from there. What we came up with was kind of simple, but was exactly what Luis was looking for.
We kept the tractor black like the “LAR”, but added an orange ring behind it. The orange signified the color of the tractor, the roundness of a circle reflected upon Luis’ well-rounded nature in both his personality and work (despite specifically using the word “backhoe” to identify what he did) and drew attention to the tractor. The words “Backhoe Services” are in a beautiful charcoal gray to avoid too much black logo, and to let the “LAR” (Luis’ initials) and the tractor stand out, thus becoming the key identifiers in the logo.
Copy styles and choices in black and white.
Color version of the logo: vertical, horizontal, icon, and logotype.
Luis’ first time using the tractor to try and dig up the surface of the yard before tilling for us to start our garden.
Once Luis signed off on the logo, we went to work making other things for him to get started with: business cards (home-printed to see how it goes), a sign for his garage, and a set of magnets for his truck.
With the signs and the business card, Luis wanted to take it a step further and add on key words that let people know what he can do with his tractor: auger, backhoe, brush hog, and loader—attachments he has for the tractor to get different things done. Over the winter with each snowfall, he was able to go plow for different local businesses, as people began to refer him via WOM (word of mouth).
As things begin to pick up for him, and he feels like he can really make a living with it, he will start to look into making it into an LLC, get real business cards printed, and maybe even find an office space. But for now, we’re just working simply and enjoying his new toy.
I had asked Luis to let me take photos of him holding his business cards for months at this point; by time he was able to let me do it, he already handed out all the good copies of his cards and only had the mistakes left, hence the banding on the one card.
The sign hangs above the garage doors that house the bug.
One of the magnets seated on the door of Luis’ truck.
For anyone in the South Jersey area (for now) looking for work to be done by Luis and his orange tractor, feel free to call the number on the sign, or email the address shown on his card.
