A clean, corporate, but strong and reliable look was needed for Altra – a crane and lift contracting corporation offering everything from construction services to rentals and maintenance. Due to the nature of Altra’s specialty, the brand had to evoke a feeling of fortitude and the muscle to get tough jobs done; while at the same time it was important to consider the presence of the company not only on the job site, but in the boardroom as well.
“Altra” is an invented word, brought about through creative brainstorming processes including the generation and combining of random phonemes. Altra was selected for its straightforward simplicity and its similarity to the words “ultra”, “alternative”, and “Atlas.”
The logo was constructed using basic geometry on a grid to create bold letterforms that would speak of the solid, sturdy nature of the products and services offered. Though simple, the logotype manages to incorporate a number of different symbols and concepts: the overall shape appears similar to the horizontal boom of a large stationary crane while the angled bars within are evocative of mobile cranes and lifts. The diagonal lines also serve to mimic hazard stripes, which are ever-present throughout the job site. When these stripes and the first letter ‘a’ are separated from the rest logo and rotated ninety degrees clockwise, they strongly resemble the form of a heavy-duty hook.