The construction arena is very competitive indeed. Bigger organizations handle the major development projects while smaller and newer companies must prove their quality with a number of subcontracts before moving on to bigger projects.
My design company has just been tabled an assignment to produce a new construction logo design for a local construction business. To get things going, the art director and I paid a visit to our client’s office for a short interview to gather more information about the company.
Like many other clients we have questioned, most companies instinctively know they need a new identity to remain competitive but are not quite sure what they want. That is where our services can make a positive impact.
Before embarking on the logo design, we normally inquire about the history of the organization, its turnover, its goals, its specialty, its target market and exactly why it wants a new construction logo design; just to get a better perception of things.
We found out that they are a relatively young company, 8 years in the business with 4 large subcontract projects and many smaller ones under their belts, each one larger than the last. They are now advancing to adopt a blue ocean strategy and endeavor into eco-friendly medium cost suburban development - a niche with a low number of competitors - and subsequently seizing the opportunity to make a name for themselves as one of the first firms to address this niche.
From the dialogue, we can gather that they have the required resources to carry out medium scale development projects. Their identified niche also makes it easier to differentiate them from other developers.
At our agency, we had our normal brainstorming session and and decided on the concept we would finally adopt. After that we assigned 4 designers to produce individual interpretations or logo samples to turn those creative ideas to images.
After several days, the initial designs were ready for show. Some designs employed the use of stylized text while others utilized construction related graphics like mixers and spades to get the point across. Although 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. As a prerequisite to be awarded such projects, they must always be regarded as a professional and responsible organization with excellent business ethics. Therefore, the clean and clear designs reflected that appropriately.
Eco-Friendliness
This is the niche this organization has set out to penetrate. Needless to say, 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 select one of the four design concepts. Alternatively they can make minor changes but as professional designers, we must ensure the design ultimately keeps to the key points noted earlier.
