Rambling Rick

The construction arena is getting increasingly competitive. More established firms handle the major development projects while smaller and newer firms must prove their quality with numerous subcontracts before moving on to bigger ones.

My design company has just been tabled an assignment to develop a new construction logo design for a local construction firm. To kick off the assignment, the art director and I paid a visit to our client’s office for a short interview to learn more about the company.

Like many other companies we have surveyed, most companies instinctively know they need a new identity to help them compete but are not quite sure what they want. That is where we come into play.

Before starting on the logo design, we ordinarily inquire about the history of the company, its turnover, its philosophy, its specialty, its target market and why it wants a new construction logo design; just to get a better understanding of things.

We learned that they are a relatively young company, 11 years in the business with 4 big subcontract projects and many smaller ones under their belts, each one more impressive than the last. They are now seeking to adopt a blue ocean strategy and proceed into eco-friendly medium cost suburban development - a niche with hardly any competitors - and therefore taking the opportunity to build a reputation for themselves as one of the first firms to service this niche.

From the interview, we found out that they have the essential resources to take on medium scale development projects. Their identified niche also makes it easier to tell them apart from other developers.

At our studio, we had a typical brainstorming session and charted our art direction. From there we assigned 4 designers to produce individual interpretations or logo samples to turn those ideas to logo designs.

After a few days, the creatives were ready for show. Some designs employed the use of stylized text while others made use of construction related graphics like mixers and tool pouches to get the point across. Even though all 4 construction logo design samples were unique in their own way, they all clung to 2 main 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 entity with ideal business ethics. Hence, the clean and clear designs reflected that appropriately.

Eco-Friendliness
This is the niche this firm wants to penetrate. Not surprisingly, the designs, either by color or graphics, corroborates the company’s dedication to the preservation of the environment.

Finally it is up to our clients to make a decision on the designs. Alternatively they can make changes here and there but as professional designers, we must ensure the design ultimately keeps to the key points expressed earlier.

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