Gator Rock Bits - Bold is Better

The Owners of Gator Rock Bits came to me looking for a logo for their new company.  The brothers had been in business for a second generation doing electrical utility construction and repair work.  Their new company was the result of inventing a new truck mounted drill bit that drilled through rock.  While drilling holes for new and utility poles, the discovery of a rock bed meant the loss of productivity and profits.  A whole new crew had to be called in to deal with that obstacle and so they could loose days of progress.  The new drill bit allowed the original crew to stay on the job, change a bit, and in a matter of hours, not days, they were back to their original assignment. They soon realized that there was a market for their invention.

Their vision for the logo made sense to them, but it would not have served them well.  They wanted a detailed illustration of an alligator with a rock in its mouth, chomping down on it and breaking it into pieces.  While I agreed with the essence of the concept, the execution would have limited them on how they could use it and it would have cost them a lot of money trying to reproduce it.  I explained to them the pitfalls of their wishes and designed them a logo that they loved and they they eventually agreed would.  Their new logo is Bold, powerful and contains the original essence  of strength.