The Highlights:
The owner of Crane Masonry and Crane Outdoor was looking to make his businesses more cohesive with a rebrand. We decided to treat Crane as the main brand and each business as an extension.
Crane Rebrand
The Highlights:
The constant logo but interchangeable line for the business will build brand recognition for each company separately while building association with each other because of the main mark recognition.
The Challenge:
Based on the images he sent us and our discovery session, we pitched three initial logos.
The Insight:
Fonts can be manipulated to better fit a brand and create a completely customized look and feel.
The Solution:
The option we went with is a clean, symmetric word mark that hints at masonry with the letters pitching to give it a church or roof feel as a nod to the main business, while not including any obvious masonry shapes, which makes it usable for both businesses. The bold font creates a clean, legible, and recognizable word mark.