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

My design company has just been awarded an assignment to develop a new construction logo design for a local construction firm. To begin the project, the art director and I paid a visit to our client’s office for a brief interview session to gather more information about the company.

Like many other organizations we have interviewed, most companies recognize they need a new identity to help them compete but are not quite sure what they want. That is where we come in.

Before beginning work on the logo design, we normally inquire about the history of the firm, its turnover, its goals, its specialty, its target market and why it wants a new dental logo design; just to get a better perception of things.

We determined that they are a relatively young firm, 9 years in the business with 4 large subcontract projects and many minor ones under their belts, each one bigger than the last. They are now seeking to adopt a blue ocean strategy and proceed into eco-friendly medium cost suburban development - a niche with few competitors - and thus taking the opportunity to create a reputation for themselves as one of the earliest companies to address this niche.

From the meeting, we ascertained that they have the required resources to engage medium scale development projects. Their chosen niche has rendered it much easier to differentiate them from other developers.

At our agency, we had our usual brainstorming session and charted our art direction. After that we designated 4 designers to produce individual interpretations or logo samples to turn those ideas to images.

After a few days, the design concepts were ready for show. Some designs employed the use of stylized text while others made use of construction related graphics like wheelbarrows and tool pouches to get the point across. Though all 4 dental logo design samples were unique in their own way, they all adhered to 2 major points.

Professionalism
Developers deal with multimillion dollar projects. To qualify for such projects, they must always be perceived as a professional and responsible corporate citizen with good business ethics. Hence, the tidy and clear designs reflected that appropriately.

Eco-Friendliness
This is the niche this company is determined to penetrate. Naturally, the designs, either by color or graphics, corroborates the company’s commitment to the preservation of the environment.

Finally it is up to our clients to select one of the four design concepts. However they can certainly make minor alterations but as professional designers, we must make certain the design eventually keeps to the key points stated earlier.

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