• US$640

• 206 designs

• 48 designers

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Logo Design Brief

6/15/2012 Note: I have relaxed most of the constraints from our initial criteria so that we can attract some innovative alternative elegant designs in addition to the ones that have come in.

We are Thackray Crane Rental, Inc., (thackraycrane.com) typically referred to as "Thackray", a 3rd generation family owned and operated hydraulic mobile crane rental and logistics company. We are updating our brand, logo and website.

About Us
Thackray is a full service crane rental company providing a fully manned regional fleet of mobile and all terrain hydraulic truck cranes with lift capacities to 500 metric tons along with all support labor and materials. Additionally, Thackray provides logistics services including project planning, warehousing and transportation of large items requiring flatbed tractor trailers.

Crane Lift Projects
Hydraulic truck crane lift projects range from bridge building to water and communication tower construction to inner city HVAC hi-rise lift jobs.

Thackray emphasizes safety first, agility and quick response times, experienced work teams, ongoing training, open communication, job planning, a significant number of specialty areas and total dedication from experienced union crews and back office support staff. Thackray is committed total customer satisfaction and care.


Wordmark Logo Font & Text
1. Please concentrate on the Thackray portion of the logo.
2. The font for Thackray should indicate strength (e.g. bold)
2. The font should be distinctive, with adjustments made to different characters so the font becomes distinctive. e.g. See the Diet Coke font (or just about any retail logo) for an example of how a somewhat standard font is made very unique by changing a few elements. In the Coke example, the printed word "Coke" connects the letters C and O, and the C and E have serifs at the top of their characters. And there is typically a dark outline or a black shadow with the word Coke. I'm not saying you should duplicate the Coke font and logo (please don't), just use this as an example to see how a somewhat standard font can be made to look distinctive.

Note: Myfonts.com contains over 40,000 fonts, google webfonts have over 500 fonts. You can use these as a starting point, but what we need is some minor, almost unnoticeable change to the letters so that they are truly distinctive. As I drive past any shopping center, i see that in nearly all cases, the logos share the special treatment of one or two characters that makes them not only unique, but something that can be a trademark as well.


Logo Purpose
• The Purpose of logo is to create an easily recognizable distinctive “Brand Identity” easily recognized from a distance.
• Thackray Logo will be used in a wide variety of mediums (truck booms & doors, building signage, hats, shirts, etc.)
• Clean, distinctive, unique word mark logo design that emphasizes the “THACKRAY” brand name.
• Although the words “Crane Rental, Inc.” are part of the company’s name (Thackray Crane Rental, Inc.), if you include them, then they (crane rental, inc.) should have a different font treatment than “Thackray” and the words "crane rental" should be able to be interchaged with other words (e.g. Logistics, Transportation or Warehouse) as needed (but the same Thackray lettermark / wordmark shall remain). Always emphasize both the Thackray name and the service provided (e.g. Crane Rental, or Logistics, etc.).The brand is Thackray.




Other
The logo may (not required) include an added emblem but the emblem should be able to stand alone (as a favicon, or as a decal on the back of a hard hat) The emblem should be able to double as a 32x32 px favicon.


The logo will be used used on the 40 foot long truck crane hydraulic booms, truck doors, website, back of hard hats, safety vests, shirts, photos, video clips, outdoor signs, etc.

We are a serious company and do work on potentially dangerous construction and other jobs. We prefer to avoid humorous or a “cute” looking logo design.

Simple branding colors are preferred and we request that in addition to black or white (and variations of this), only one other color be used.

We are seeking a simplistic distinctive, recognizable word mark design.

Final File Delivery
Adobe Illustrator CS5 preferred - Vector

Feedback

SUBMITTED DESIGNS FEEDBACK will be provided TWICE per day from day 5 thru 10. This project will run for 15 days. You can expect questions to be answered each day on a regular basis, and in the worst case at least once daily. We operate on east coast United States time zone.



Deadline
June 21, 2012

Target Market(s)

Target Markets Generally men in the construction business, ages group from 28-65, site job foremen, HVAC maintenance companies and construction project planners, Primary, General

Industry/Entity Type

Communication

Logo Text

Thackray / Thackray Crane Rental

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Logo styles of interest

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Requirements

Must have

• Simple, distinctive design.
  Emphasis is on the name "Thackray" as different divisions perform work (e.g. Crane Rental, Warehouse & Logistics, etc.)
  The Thackray word logo should have a distinctive font treatment. This is a Wordmark or Lettermark logo for the Thackray name
  
  

Nice to have

• 1. Upper and Mixed Case editions.
  2. Traditional Boldness for Thackray font preferred.
  3. Company brand colors are red, white and black, (however, there is flexibility for variations on this theme.
  4. The Thackray name should be on top of any division names
  e.g.
  T h a c k r a y
  Crane Rental
  

Should not have

• No cute, funny, silly looking logos. Branding colors are Red, Black and white (although you can use different shades of red, white and black). This is a serious business provided by "down-in-the-dirt" hard working men and women that include a family of brothers and sisters, nephews, nieces who operate various aspects of the Company. A colorful "Web 2.0" probably will not work on the long (typically 20-40 foot) truck's crane boom. Furthermore the trucks are either white or yellow, so the black or red font works, whereas a multi-color font probably would not.
  

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Files