A project for my trademarks' class last semester. Every student was assigned a type of business (I got carpentry), and was tasked with finding the ugliest/worst logo we could and then re-design it; make it look sleek and new and modern.

I found a local-ish carpentry with a logo that looked straight out of the fifties, kept the colours and the name (as you needed the prof's permission to change that), and went to work. What I thought was essential was representing what the company was about, since their old logo failed to do so.

They use (or used) pine as their main type of wood, and built mainly door and window-frames (they've added steel to their materials now). I remembered in my history of art class about the use of triangles in old-time carpentry/masonry, and decided to incorporate that as well since it meshed so well with the pictogram of a pine tree.