Repo Specialists

The construction sector is very competitive indeed. More established companies handle the bigger development jobs while smaller and newer ones must make evident their quality with a number of subcontracts before moving on to major projects.

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

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

Before beginning work on the logo design, we ordinarily inquire about the history of the organization, its turnover, its objectives, its specialty, its target market and the reason it wants a new construction logo design; just to get a feel of things.

We learned that they are a relatively young firm, 12 years in the business with 4 important subcontract projects and many smaller ones under their belts, each one bigger than the last. They are now looking to adopt a blue ocean strategy and endeavor into eco-friendly medium cost suburban development - a niche with very few competitors - and subsequently taking the opportunity to build a reputation for themselves as one of the earliest firms to service this niche.

From the meeting, we found out that they have the needed resources to engage medium scale development projects. Their chosen niche has made it much easier to distinguish them from other developers.

At our agency, we had our usual brainstorming session and and decided on the conceptual 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 design concepts were ready for show. Some designs employed the use of stylized text while others used construction related graphics like mixers and tool pouches to get the point across. Although all four construction logo design samples were unique in their own way, they all clung to 2 major points.

Professionalism
Developers deal with major projects. In order to be awarded such projects, they must always be viewed as a professional and responsible corporate citizen with good business ethics. Subsequently, the smooth and clear designs reflected that adequately.

Eco-Friendliness
This is the niche this company is determined to penetrate. Not surprisingly, the designs, either by color or graphics, calls to attention the company’s commitment to the preservation of the environment.

Finally it is up to our clients to make a decision on the designs. However they can certainly make minor alterations but as professional designers, we must make sure the design eventually keeps to the key points stated earlier.

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