Your branded imagery needs to establish core principles that are essential in your market niche: reliability, trustworthiness and professionalism. At the same time, you need to stand out a bit and avoid blending with hundreds of cliché “hammers” and “crash helmets” that are used, as you already know, in every, single construction logo on the planet.
You need to strike a balance between effectiveness and visually attractivenes. It’s easier said than done, but luckily, this guide will give you some insightful tips that will help build the perfect branded imagery and leave your competition in the dusty rubble.
Create a logo that fits your company
It’s fairly easy to create something unique and eye-catching… but if it doesn’t suit your company and speak to your clients, it won’t do your business any good
Think about what your business stands for and write it down.
Brainstorm and think of every word or expression that describes your business. Are you a small, local contractor struggling to make ends meet? Or perhaps you run a chain of markets with construction tools and materials? Brainstorm, experiment and let your imagination run loose for a second. After you make a list, narrow down your choices and point the most repeated phrases. This will be your starting point.
Take a look at the example below:
This simple, yet brilliant logo tells us everything we need to know about the company it represents. The image of 2 drills implemented into the typeface leave no doubt, that we’re looking at someone who either performs drillings or sells them.
Keep things simple
The simpler the plan – the easier it is to execute. The construction business relies on effectiveness and the same rule applies to logo creation. It’s definitely easier to raise and conservate a 2-story building, rather than a giant flat, don’t you agree?
Keep your logo simple to make it memorable. Each day our minds are bombarded by thousands of marketing messages. That’s why it’s essential they you base your own image on simplistic shapes and forms. Avoid bloated logos with too many things going on.
Remember, that straight lines and sharp angles imply dynamism, professionalism and aggressiveness (to an extent), while soft edges and round objects provide comfort and a feeling of safety.
As a general tip, you should avoid thin lines and curved details – working in the construction business, you shouldn’t imply that the company’s workmanship isn’t solid and reliable.
This logo consists of a few shapes resembling road cones arranged in a form similar to a giant “jaw” – a perfect reference to the company’s niche and its name. Notice the “bulkiness” of the objects, underlying strength, fortitude and reliability.
Choose the right typeface
First of all, deciding on the right typeface is as important as choosing the ideal set of shapes and colors. You want to focus on straightforward and thick styles that are perfectly suited for the construction business. Alternatively, you could consider more elegant choices, if you deal with something like finishing works or you run a store selling construction tools.
Secondly, you should limit yourself to 2 typefaces maximum. That way your prospects will be able to distinguish your name from all the potential, visual clutter. If you “trash” their minds with too many typefaces, their focus will slip away and you’ll miss the opportunity to get a new client.
The bulky typefaces in this logo imply strength and sturdiness. The bottom one, alongside the image of a pencil, indicates that the represented company can be also characterized as precise and crafty.
Don’t disregard the choice of colors
Colors are not meant to be simple artistic set of decorations for your logo. They serve a higher cause and, as color psychology shows, they can impact our emotions, triggering our marketing decisions. When it comes to construction business, the go-to picks are usually yellow, orange, or black (as you can see in the examples above) – typical choices used on different kind of “warning” signs, vests, helmets, etc.
Remember, to limit the number of colors to 2, or 3 per logo.
Following the “simplicity rules” principle, you should consider limiting yourself to 2 or 3 colors. If you go for too many combinations, not only will your logo will be difficult to look at, but it will also reduce its marketing impact, making it incomprehensible.
The logo here incorporated a bit more creative use of colors. Green is almost exclusively related to nature and is rarely used in construction logos. The example shows, that the company most likely relies on ecologic and modern technologies. The combination of green and white looks clean, spacious and gives a feeling of relief.
Aim for uniqueness
Repetitiveness and cliché imagery is the one of the most common tropes in logo design. Nonetheless, finding the right balance between simplicity and something truly unique is becoming more and more troublesome. How many times have you seen a construction logo featuring a helmet, or a hammer? Our guess is – too many.
Keep in mind, that even if you want to implement something familiar into your logo, you could alter it an out-of-the-ordinary way. Check the example below.
Although this logo features a symbol of a hammer, it’s cleverly implemented and disguised as bull’s horns, drawing upon the company’s name.
Don’t design your logo using raster graphics
Designing your logo in raster-based software, such as Adobe Photoshop, is like asking yourself for trouble in close, unforeseen future. Sure, it may be tempting to test your skills and show your artistic skill, but you might want to use a different, vector-based program or hire a professional.
Raster software uses pixels to draw images, which means it will stretch them if you resize your design. Just imagine those horrible, pixelated pictures stretched over the walls in your office, or put on your trucks. Glitches and sloppy details make you look amateur, lower your prestige and tarnish your reputation.
Check the example below:
There is hardly any explanation needed in this example – it’s clearly visible, that enlarging vector-based designs won’t diminish the quality of you image (unlike the one on the left).
Don’t steal or “borrow” other’s people designs
We’re pretty sure you’re tired of hearing this round and round, but it needs to be said – don’t ever think of using other’s people work without their knowledge. Especially when it comes to logo designs. Why? There are three, major reasons.
First of all, stealing from others will get you into problems with law, sooner or later. And spending additional money on a court case is the last thing you want to do. Secondly, this will completely tarnish your brand’s reputation. And lastly, you want your company to be unique, one-of-a-kind – and these qualities are hard to achieve when you incorporate another cliché drill, stolen from some obscure construction site.
Design a logo that works in black and white
Remember, that your logo will be reproduced and implemented on various forms of printed materials, tools and even buildings. It means that it needs to look good in black in white. Don’t base your imagery solely on a clever combination of colours and try to avoid cluttered graphics.
Although the image used in this example is quite complex, the blade-shaped logo would work perfectly in monochromatic design. There are no additional elements that would disturb the whole picture otherwise.
Designing a unique and powerful logo takes a lot of thought-out planning and patience. Treat your branded image as a true cornerstone of your business – the foundation of your future success. Hopefully, this guide has helped with narrowing down the core principles that will help you along the way.
- Create a logo that says something about your business
- Keep it simple
- Choose a matching typeface
- Pick the right set of colors
- Try to design a unique image
- Avoid raster-based graphics
- Don’t steal other’s people work
- Create a logo that works in black and white