Acqua Luce is a cleaning company that focuses on high-end residential and business clients on Florida’s east coast, with a specialty in window cleaning. With that target market in mind, they understood that good branding can give them a competitive advantage by conveying trust, professionalism and good taste — especially important in a market where design is usually relegated to clipart of clichéd cleaning brushes and squeegees.

They asked me for something clean, bright and typographic. The name “Acqua Luce” is an Italian phrase (a nod to the cultural heritage of the owners) that roughly translates to “water and light.” And if you look closely, you’ll notice the type is encased in a diamond shape that conveys a sparklingly-clean pane of glass.