Reliable Waste Service

Reliable Waste Service Brand Identity

Reliable Waste Service is a brand based on their values: that civil servants are a pillar community doing hard, honest work.
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Project Brief

Reliable Waste Service was an idea that had been brewing for years. Believing that waste management is a pillar civil service of a community, founder Aaron Hamstra reached out to Pen and Lens Design to create a visual identity that would communicate an approachable, yet humble brand.


‘Reliable Waste Service’ is a mouthful—though important meaning hinges on every word. The circle, semi-circle, and slice emulate the auditory rhythm of the brand name while also functioning to draw in the viewer’s attention. Most often people don’t want to know what happens to their garbage, they just know they want it gone. The bold, yellow circle reminds the audience who will achieve that best.

Paired with the simple shapes is an approachable typeface which reflects the hopes of the company. In a world bent on automation, Reliable Waste Service intends to continue to use manual labor as a way to employ its community as well as connect with those it serves.


Reliable Waste Service believes in being a pillar of service in the community, doing honest hard work, and continuing the lineage of garbage business in the family. Founder Aaron, alongside his dad Pete, come together to serve La Plata county doing the best job they know.


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Reliable is a brand that will connect with its audience just as the friendly company drivers do.
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The brand reflects the warmth of the company while also being poised to grow in the coming years.
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