After nearly 20 years in the ammunition wholesale industry, my client was ready to strike out on his own and needed an identity for his new start-up. I did some online research to see how his competition looked. To say that most ammunition specialists are missing the mark on design would be an understatement. They all looked pretty much the same - either their logo was a red target with the company name in an uber-bold font or they went super patriotic. Not that it's bad to be patriotic, but when everyone looks the same nobody stands out. 

So, for Joe Gardner Trading I went the opposite direction. Instead of including a target in his logo I made his logo the target. It's super simple and very modern. It's not specific to any type of audience, military, police, sportsmen or hunters, so Joe can focus his efforts on growing his business in any direction he chooses. I created a wooden block to make punching the "O" easy and consistent but left enough wiggle room for variation so each card is unique. Joe was blown away with this design solution and I like it a lot too!