The construction arena is very competitive indeed. Larger companies handle the major development jobs while smaller and newer companies must display their quality with various subcontracts before moving on to major ones.
My design company has just been given an assignment to create a new construction logo design for a local construction firm. To start things off, the art director and I visited our client’s office for a short interview to learn more about the company.
Like many other clients we have questioned, most companies instinctively know they need a new identity to help them compete but are not exactly sure what they want. That is where our services can make a positive impact.
Before starting on the logo design, we usually inquire about the company history, its turnover, its objectives, its specialty, its target market and exactly why it wants a new construction logo design; just to get a better understanding of things.
We found out that they are a relatively young firm, 10 years in the business with 4 major subcontract projects and many minor ones under their belts, each one more costly than the last. They are now advancing to adopt a blue ocean strategy and progress into eco-friendly medium cost suburban development – a niche with a low number of competitors – and subsequently taking the opportunity to make a name for themselves as one of the first firms to service this niche.
From the meeting, we discovered that they have the necessary resources to carry out medium scale development projects. Their identified niche has made it much easier to tell them apart from other developers.
At our agency, we had our normal brainstorming session and and decided on the concept we would finally adopt. From there we employed the expertise of 4 designers to produce individual interpretations or logo samples to turn those ideas to logos.
After a couple of days, the initial designs were ready for perusal. Some designs employed the use of stylized text while others utilized construction related graphics like hammers and tool pouches to get the point across. Even though all four construction logo design samples were unique in their own way, they all adhered to 2 major points.
Professionalism
Developers deal with multimillion dollar projects. In order to be awarded such projects, they must always be perceived as a professional and responsible organization with good business ethics. Hence, the smooth and clear designs reflected that appropriately.
Eco-Friendliness
This is the niche this firm has set out to penetrate. Not surprisingly, the designs, either by color or graphics, corroborates the company’s dedication to the preservation of the environment.
Alas it is up to our clients to decide on which of the four designs they prefer. However they can make changes here and there but as professional designers, we must make sure the design ultimately keeps to the key points noted earlier.
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