The owner of the company's creative strategy for the project specified that they would like to be perceived as an organization that’s clean, upscale and professional. It should be eye-catching, timeless, clean, expensive and impactful. The strategy suggested a typographic solution, based on the vision they provided. We also explored an icon as an option, so we explored that as well.
After providing various options for the logo, they decided to go with a very easy to understand icon and type solution because their primary business is pressure washing. And they are a new business, with limited marketing dollars, so this clearly explains what they do.