Great Lakes Equipment Rentals (GLER) is an up and coming equipment rental company, operating out of SE Michigan. They specialize scissor lifts, booms, and other types of aerial lift equipment. Our challenge with this project was to create a memorable logo for a new company that effectively communicates what they can offer to their customers.
Here is an overview of pieces of the design process:
We started with a diverse set of concepts and explored a number of graphic elements that represented lift, upwards motion, and mechanics, to tie into the foundation of GLER. A group of the stronger graphic elements were selected and paired up with clean fonts that completed a modern, clean, and straightforward look.
We discussed the initial set of concepts with the client and narrowed it down to a couple of options, which were then revised. GLER loved the idea of a simplified aerial lift symbol, which ended up in the final logo design. After going through final revisions and adding color to the design, we presented Great Lakes Equipment Rentals with their new look!
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