Jeff Jones

Backstory

This was an in-house project to brand a line of small truck-mounted cranes that could be used in larger cities such as New York City. I was given free reign to create a logo that I felt would best benefit the new product line. Considering that the cranes would be used in larger cities where space is a premium, I found myself drawn to the identity system created for the New York Subway System. From there, I created a wordmark using colors and a font style that was reminiscent of the well-known identity system. Since the logos were built in Illustrator, they were easily scalable and could be reproduced at any size without distortion.

The client immediately fell in love with the concept and promptly authorized it to move forward with the project. Looking back on it, I would offer that imitation is the sincerest form of flattery, and I would have liked to have seen where I could have taken the design if it had been carried out into a series of ads and other collateral pieces