The building trade, is definitely one of them. There are some industries where brands need to work very hard to overcome existing negative perceptions. If not, that last sentence will make zero sense). You could just as easily use a Stetson, lasso and a six-shooter (not sure if the term, cowboy builder is used in the US. You don’t need people to come away with the idea that this is yet another in the line of builders that conform to a cliché stereotype, because the stereotype for builders is not exactly flattering. What you want to instil is a sense of quality, reliability, craftsmanship, etc. I just don’t think it will work all that well for them in its current incarnation. Overall, the choice of font, to my mind, is the least of your (or rather your client’s) worries.
It’s not just the roof element and the over-used tick, the name is also incredibly hackneyed.
I have seen very similar things a thousand times before. I am with Just-B, as soon as I saw it, I‘m afraid, I rolled my eyes a bit.
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