We love working with big clients, but we also appreciate an opportunity to help a small business succeed.

MacRescue is a small, Los Angeles-based tech support provider that specializes in computer assistance to high-end and celebrity customers. They won’t mention any names, but needless to say there are some customers in LA who can’t just wander into a local computer shop without attracting undo attention. Likewise, if their Mac goes on the fritz they need quick, efficient help getting it back up and running – there are screenplays to consider and offers to negotiate, after all.

In rebranding this owner-operated enterprise, we faced a couple of hurdles. First, they’d received one of those corporate letters telling them that in no way could they use or depict any fruit in their logo…ever. This was a problem, since MacRescue deals primarily with Macs. They need potential customers to understand this at a glance, but they needed to steer clear of looking too much like that ubiquitous corporate fruit logo we all know and love.

We worked to create an iconic logo that said, “we deal with Macs, but we’re a totally separate company.” The new company branding relates MacRescue to the computers they support while setting them apart as independently affiliated.

We wanted the logo itself to be simple and clean, but to convey several ideas. We utilized shapes that are reminiscent of today’s rounded-corner devices. The universal health care “cross” and a font that is elegant and inviting evokes a sense of professionalism and care, with adept assistance when you’re in trouble. As a last minute addition, a simple leaf was added, which helped make the logo much friendlier.

Does this sound like a lot of thought to put into a small company’s logo? Maybe, but it’s how our designers think. You shouldn’t just “throw something together” because the project is small. When you take that big-agency experience and scale it down for a smaller organization, there is tremendous potential for huge results.