Do you ever go walking around your neighborhood and notice that all the real-estate signs not only look the same, but the logos all have homes on them?
It drives me crazy. How do they expect to stand out if they all look like they got their logo online and changed the name and font? How am I supposed to recognize that they represent quality homes if it seems like they’ll just represent any home at all?
Now, this is just one example, but the same could be said for any number of different industries.
Branding: stick designs, agency, or studio after your name(s).
Construction: Same deal, different ending.
Heck, most businesses these days are forming based on their own name rather than a name that can unite people together or create meaning for the business.
But that’s another story for another day because that’s going all the way back to how to name your business and that’s something many books and articles have been written on.
Today, I’m saying that regardless of what the name of your business is, please, for the love of all that is good in the world, don’t cop out with an industry inspired logo. Or, at least if you do, let the reference be subtle.
Below I’m including two images. One is the result of a google search for construction logos. Literally. That is what I typed in. The other one is EJ York Construction.
Rather than putting a building in the logo, EJ York Construction used real images to establish relevance (and to establish the local they are serving). Furthermore, the way that the J in the logo rises above the other letters allows tons of meaning to be read into the logo.
Perhaps the J is meant to hint at the fact that they rise above the competition. The rising J could also indicate that they specialize in high-rises. In looking through their website they certainly seem to mostly work corporate jobs, but they also offer residential construction services.
The ambiguity and subtleness of their logo allows for this flexibility without pigeonholing them in a certain niche forever. It’s smart. It can whether time and markets in a way that home or tool-based logos for the same industry can’t.