This is a complete rebrand, so in terms of colours, however the client likes blues and greens as he feels that these are trustworthy, environmental colours. Though this is open to your interpretation.

Nicholls and Pearce deliver environmental well-being as a family run, service focused waste management company with a focused service area (London). Competitors are the likes of D.S. Smith, Biffa, Lilli Waste, TGM Environmental, Smurfitt, Pulse Environmental, Albion Waste and Simply Waste.

Nicholls &amp; Pearce's desired target audience are commercial customers with the logo needing to communicate that they are a strong and trustworthy brand whilst being clean, simple and modern. 

Attached are some concepts that were produced in line with this branding exercise, however are not fit for purpose. We feel that they are overdrawn and busy.

The logo does not necessarily need to communicate what the company do in such a literal way, but instead be conceptual. We particularly like http://www.liliwaste.co.uk/, https://www.albionwaste.net/ for this reason. Albion Waste in particular as it can be used effectively both for online and offline marketing medium such as letterheads, compliment slips etc.

Note the logo will need to work on both white and dark backgrounds - perhaps if its going on a dark background a different coloured version could be used? 



Nicholls & Pearce (Waste Paper) Ltd