Have you tried a simpler abstract approach? There is a lot going on here, I don't think the drop shadows are necessary and if your friend wants to get this sign written it will never work unless it is printed. Which will be extra cost. Try see if you can come up with something that will work in one colour and still be legible at small scale then build on to it from there.
Alright, your obviously new to branding so this may sound harsh. Im going to put this in point form so its easier to read for you.
- Firstly, it looks as though you ran with the first idea you had for the brand and it is too obvious, next time, thumbnail out 50 or more different designs and try to think simple and abstract rather than literal and obvious. Brainstorm of some keywords that relate to the brandname and what its for in order to help you come up with ideas. Also take a look at other brands to see what kind of general techniques are used to create a brand, there are some excellent books out their about this.
- I don't know what the brief was but given the large amount of type in the branding, consider making a logotype rather than a logo. This just simply means that you dont necessarily need a picture/graphic and rather by picking a good font that reflects the brand and their attitude and with a bit of tweaking, typography and type lockup, it can replace the use of a picture/graphic.
- Tieing in with the previous point, think about what font you use, every font carries a meaning and you no only want the font to reflect the brand, but also to reflect attitude/feelings the client wants the brand to give. Also work on how the letterforms interact with eachother and how the words lockup. You have too much space between your words and your font choice feels much to formal for a handyman service, look at san-seriff fonts or maybe even a display font.
- Avoid gradients, they are hard to adapt to different medians and scales.
- Make sure the brand is scalable, the text is legible at small sizes and any graphic you have is discernable.
- Pick colours that reflects the feel of the client/brand and that 'speak' to the demographic.
- Remember, branding is all about being instantly recognizable to the demographic while showing what the client does and stands for, design with this in mind.