The company is called JOE & SON, and I got this from their website. I am doing advertising for the company and this is all they can provide.

Commercial fonts are fine.

 

The ampersand is Clarendon.

Unfortunately, I’ve come up empty for JOE and SON—vaguely art nouveau style (that O), but no hits on any of the major databases.

For the logo, tracing it in Illustrator, Affinity Designer or CorelDraw would be fairly straightforward. In my opinion, you should not set more text in this typeface, as it will be weakening the impact of the logo and the design is so firmly anchored in the Art Nouveau era (early 1900's). Look for something nice to complement it instead, possibly from the hand of Laura Worthington.

Thanks, Bjorn, for your thoughtful reply. I'm also coming to the conclusion that I should just redraw it. 

I did a tracing on AI enhanced version.

Joe&Son.ai

I think it's important to keep it a little rustic and scruffy (not too "perfect"). Something like this: 

3 minutes ago, MissNobody said:

I did a tracing on AI enhanced version.

Joe&Son.ai 79.59 kB · 0 downloads

That was actually really good, and it keeps the quirkiness I was talking about. ❤️👍

MissNobody, Thank you so much! That looks great.

Much appreciated!

 

- Susan

Had some fun drawing it anew.

joe-and-son-logo.ai

Thanks, Bjorn! It's lovely.