Sunjoi is a manufacturer of upscale outdoor entertainment pieces. The company is being launched with the sale of custom outdoor tables, but we needed to leave room to grow. Sunjoi plans on expanding into both indoor and outdoor merchandise (on the same plane as Sharper Image and Brookstone), and the logo needed to work well for all of the products that might be sold under its name. We were shooting for an extremely corporate look that would also work well on retail signs.

The cropped font ties in nicely with the cropped sun, and the tree almost seems to explode with "joy".