When a company decides to make a change in the emphasis of their services, it’s a great time to update their brand and logo—using it to call attention to these changes and relaunching the brand with its new message. Bott Roofing had decided that its work in commercial roofing was where they wanted to take the business moving forward. They would do this while maintaining the residential business and continuing to grow the spray foam insulation business. The original logo reflected a residential roofing business and didn’t support the commercial side. So a redesign of the logo was necessary to ensure that the trucks, hard hats and website reflected a commercial roofing company. The final solution used perspective to create a commercial roof line that could also be interpreted as a residential roof line. The coloration and style of the mark were maintained in order to facilitate a smooth transition to the new identity.