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August 31, 2010
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Altra Identity by Yaegerwerks Altra Identity by Yaegerwerks
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.
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:iconsamborskiy:
Samborskiy Featured By Owner Nov 16, 2013
!!!!!!!!!!!!
5+
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:iconjusme21:
jusme21 Featured By Owner Mar 2, 2013
love the business cards!
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:iconpdejaresco:
pdejaresco Featured By Owner Nov 5, 2012  Professional Interface Designer
awesome work!
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:icontalebr:
taleBR Featured By Owner Jan 10, 2012  Professional Interface Designer
Very well done work!
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:iconpopzz:
popzz Featured By Owner Sep 26, 2011  Professional Interface Designer
I like the thought with the first A. Good job!
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:iconrecensmedia:
recensmedia Featured By Owner Aug 20, 2011
love that concept! also the simplicity is great. keep it going. fav
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:iconchubby-cherry:
Chubby-Cherry Featured By Owner Oct 30, 2010  Professional Interface Designer
Your Awesome work is featured in my current journal [link]

Keep up the good work my friend! :D
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:iconesk1:
Esk1 Featured By Owner Sep 27, 2010   Interface Designer
Amazing!
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:iconschakalwal:
schakalwal Featured By Owner Sep 25, 2010  Professional Digital Artist
good work, great presentation
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