The bold, strong, type effectively conveys the confidence and refinement that Garrison and Sisson embodies. The overall tone of the logo defines Garrison and Sisson as a distinguished, trustworthy and established company.
The square mark introduces "G+S" as a brand-within-a-brand. The mark, capable of standing alone or working to powerfully anchor the type, is located on the right (as opposed to the traditional left.) This was done intentionally, as a way to illustrate G+S’s non-traditional, earnest approach. Since the mark can stand alone, so can the type. This allows G+S to be recognized as Garrison and Sisson and/or G+S.