As companies grow, they must adapt to market influences and organizational changes. The corporate visual identity must reflect these changes. This adaptation can begin with the company name and redesigning the logo usually follows.

But, what about our existing image within the marketplace?

Adapting the corporate image, especially if it includes a name change, can be a treacherous road. As companies grow, they build market share under a particular image and name. Changing the corporate identity must coincide with a change on all communication materials including the website, business cards and key signage. Further, we recommend our clients publicly announce the new corporate identity with a press release. The press release will then be publicly distributed through services like PR Web, Business Wire and MarketWire. Obviously, these releases will have a positive spin.

Levanta designs a logo for a Houston, TX based commercial builder

Crain Group has been doing general contracting and construction management in the Houston area for over 5 years under the name Crain Zamora. Due to recent organizational developments they decided to change their name and come up with different brand. We were given the following guidelines:

1. Maintain the same or similar green as the previous logo
2. Incorporate a construction crane or crane
3. Reek “corporate elegance”

Round 1

We played with the idea of a crane, the bird, for several of the first designs. We really liked the origami idea, it had nice angles and shapes, elements that are utilized in the construction industry. We also incorporated silhouettes of a Japanese crane, flying through the air.

Crain Group logo set 1

Round 2

After view the Round 1 designs, Crain Group wanted to see more designs with an actual tower crane. Our goal was not to make the crane look tacky or too bulky. We played with several silhouettes of a tower crane, and the last one we came up with is the one they chose. Funny how that works!

Crain Group logo set 2

The Final Result

The logo they chose incorporates the main elements of the logos from Round 2 sans the circles in the background.

Crain Group - Final logo

The next step

The website design will be the next chapter for the Crain Group. Our goal is to design a site that is timeless and corporately elegant. We want this design to be fresh and new even 5 years down the road.