Small Business

Logo Development Case Study

A fellow veteran approached us about helping him with his business’s logo as he was in the early stages of developing his company. He had a particular idea for what he wanted the logo to look like but wasn’t sure how to make it a reality. Although he had a concept, he didn’t have any previous experience with design or branding, so he wasn’t quite sure where to start.

We started by asking him questions about his business, what it does, his target audience, and what kind of message he wants to communicate with his brand.

The business he was starting is called Match & Shoot Tactical. It’s an arms and ammunition retailer and other accessories for gun enthusiasts. He wanted the logo to communicate strength, power, and precision. Being an Apache pilot, he wanted to play on the term “Match & Shoot,” which is what the Apache front-seater says to the back-seater when they’re ready to line up the Rocket Steering Cursor with the Line of Sight during a rocket engagement.

In essence, he was looking for a logo that would be simple but memorable, something that would communicate the message of his brand at a glance. He wanted something that paid tribute to his military background but resonated with firearm enthusiasts.

Start with a


Fortunately, Arbor Green Design’s founder is a former Apache pilot and has a firm understanding of the gun industry, so we could hone in on the concept he was going for quickly.

Match & Shoot Original Logo Concept
Original concept sent to us by the founder of Match & Shoot Tactical.

The founder of Match & Shoot also provided us with some excellent reference material to help guide the design process. He sent over a couple of concepts he liked and described the feeling he wanted to evoke with his brand.

With this input, we could start working on initial sketches and iterations of the logo.

Match & Shoot Logo Revision Process
The revision process is iterative and requires back-and-forth communication between the client and the designer.

We designed the logo with a clean font that conveyed strength and power. The icon is inspired by a rocket steering cursor, which communicates the brand’s precision and pays tribute to the founder’s military background. The mark is simple and easy to remember, which was one of the project’s main goals. The final coloring was a simple preference of the client, but we also provided a few different options for him to choose from.

After a few rounds of revisions, we arrived at the final logo. The client was extremely happy with the result and felt that it perfectly captured the feeling and message he wanted to communicate with his brand.

Match & Shoot Final Logo
The final approved logo for a client that will continue to develop their brand for years to come.

The result is a modern and professional logo that perfectly represents the brand. Match & Shoot Tactical now has a strong visual identity that will help them stand out in a crowded marketplace.

Key Takeaways For

Designing a Logo

A few key takeaways from this logo development case study can be applied to any branding or design project.

  • Listen and learn. Listening to the client and understanding their goals for the project is essential to any successful design. In this case, it was necessary because the client had a particular concept in mind but wasn’t sure how to make it a reality. By taking the time to learn about his business, target audience, and desired message, we were able to develop a logo that perfectly captured his brand.
  • Communication is key. Good communication is essential to any successful design project. In this case, it was imperative because the client had a target audience. Without good communication, it would have been challenging to understand his vision and translate it into a logo that would resonate with his target audience.
  • Start with a concept. A few factors helped us arrive at the final logo for Match & Shoot Tactical. The first was that we started with a vision. The client made a rough concept and sent it over via text message. This was enough for us to begin developing sketches and iterations of the logo. If we had started with a blank slate, it would have taken much longer to arrive at the final design.
  • Keep it simple. Far too often, businesses make the mistake of over-complicating their logo. In this case, the client had a clear vision for his brand and wanted a simple but memorable logo. We took this to heart and developed a logo that is easy to understand and reflects the brand’s message, from the colors to the font.
  • Think long-term. Always think about what the client will do with the logo once it’s finished. For Match & Shoot Tactical, the client plans to use the logo on various marketing materials, including business cards, t-shirts, and hats. We designed a logo that would be easy to use in all these applications.
Match & Shoot Logo on a Hoodie and T Shirt
Always design with the end-state in mind. How is the client going to use their logo?

This is how we approach every design project, whether it’s a logo, website, or marketing material. By learning about the client, their business, and their goals, we can create designs that perfectly capture their brand.

Following Up With

Match & Shoot

Since the development of the logo, Match & Shoot Tactical has been using it on various marketing materials. The client has been pleased with the results and has seen increased business since launching his new brand.

Hats with Logos Embroidered on Them
This small business is leveraging it's logo to build out their brand.

This small company in Lower Alabama plans on continuing to grow and is currently expanding to a brick-and-mortar location. We’re excited to see how the brand grows and develops over time.

We’re excited to see how the brand continues to develop, and we’ll be sure to keep you updated on their progress!

Is Your Brand Ready For

Fresh Design?

If you’re thinking about rebranding or need a new logo, we’d love to chat with you about your project. Just like Match & Shoot Tactical, we’ll take the time to learn about your brand and develop a custom solution that perfectly fits your needs.