My background in home construction helped develop the logo that has the same roof line as a real home. Larry has a lot of experience selling new custom homes and the logo communicates some of this. Inserting it as a watermark on business cards helps to reinforce the background in his photo and establishes his industry without blatantly writing it out. The best way to deliver a message is when the viewer doesn’t know they are getting one. An image is a 1000 words? Way more.