The construction sector is getting very competitive. More prominent organizations handle the larger development jobs while smaller and newer firms must demonstrate their quality with various subcontracts before moving on to major projects.
My design company has just been handed out an assignment to develop a new logo samples 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 surveyed, most companies realize they need a new image to remain competitive but are not exactly sure what they want. That is where we come into play.
Before starting on the logo design, we usually inquire about the history of the firm, its turnover, its philosophy, its specialty, its target market and why it wants a new logo samples; just to get a feel of things.
We discovered that they are a relatively young firm, 9 years in the business with 4 large subcontract projects and many minor ones under their belts, each one more costly than the last. They are now seeking to adopt a blue ocean strategy and progress into eco-friendly medium cost suburban development – a niche with hardly any competitors – and subsequently seizing the opportunity to garner a reputation for themselves as one of the first companies to service this niche.
From the dialogue, we ascertained that they have the required resources to engage medium scale development projects. Their selected niche has made it much easier to differentiate them from other developers.
At our office, we had a little brainstorming session and and decided on the concept we would finally adopt. After that we employed the expertise of 4 designers to produce individual interpretations or construction logo design to turn those creative concepts to images.
After several days, the creatives were ready for viewing. Some designs utilized stylized text while others utilized construction related graphics like levelers and trowels to get the point across. Although all 4 logo samples samples were unique in their own way, they all adhered to two major points.
Professionalism
Developers deal with big money projects. In order to be awarded such projects, they must always be regarded as a professional and responsible corporate citizen with admirable business ethics. Therefore, the smooth and clear designs reflected that well.
Eco-Friendliness
This is the niche this firm has set out to penetrate. Naturally, the designs, either by color or graphics, expresses the company’s dedication to the preservation of the environment.
Now it is up to our clients to decide on which of the four designs they prefer. Alternatively they could make minor alterations but as professional designers, we must make sure that the design ultimately keeps to the key points mentioned earlier.
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