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The construction arena is growing more and more competitive. Larger organizations handle the bigger development projects while smaller and newer companies must prove their quality with several subcontracts before moving on to major projects.

My design agency has just been presented an assignment to produce a new construction logo design for a local construction firm. To begin the project, the art director and I visited our client’s office for a short meeting to garner more information about the company.

Like many other companies we have surveyed, most companies recognize they need a new look to remain competitive but are not quite sure what they want. That is where we come in.

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

We learned that they are a relatively young company, 8 years in the business with 4 big subcontract projects and many smaller ones under their belts, each one more costly than the last. They are now moving to adopt a blue ocean strategy and progress into eco-friendly medium cost suburban development – a niche with few competitors – and thus taking the opportunity to make a name for themselves as one of the few companies to service this niche.

From the dialogue, we discovered that they have the essential resources to engage medium scale development projects. Their identified niche has made it much easier to differentiate them from other developers.

At our studio, we had our usual brainstorming session and and decided on the conceptual direction. From there we designated 4 designers to produce individual interpretations or logo samples to turn those concepts to images.

After a few days, the creatives were ready for show. Some designs utilized stylized text while others utilized construction related graphics like hammers and tool pouches to get the point across. Though all 4 construction logo design samples were unique in their own way, they all adhered to two major points.

Professionalism
Developers deal with multimillion dollar projects. In order to be awarded such projects, they must always be regarded as a professional and responsible entity with excellent business ethics. Hence, the tidy and clear designs reflected that adequately.

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

Now it is up to our clients to select one of the four design concepts. Alternatively they could make changes here and there but as professional designers, we must ensure the design in the end keeps to the key points noted earlier.

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