Flynn & Friends' goal was to reposition Doorway Rug Services from a company that specialized in providing floor mats to businesses to a company that provides a laundry list of products and services needed to maintain a clean, safe building. We sought to do this by shortening their name to Doorway Services, which better represents the company's expanded capabilities. It also maintains a sense of continuity by keeping the familiar "Doorway" name. By using the company's corporate colors ? red, black, and white ? in the logo design, we once again maintained continuity, but also gave them an updated, sharper look.