• Aclean, strong, and reliable look was needed for Altra – a crane and liftcontracting corporation offering everything from construction services torentals and maintenance. Due to the nature of Altra’s specialty, the brand hadto evoke a feeling of fortitude and the muscle to get tough jobs done; whileconsidering the company’s presence not only on the job site, but in boardroomsand corporate settings.

    “Altra” is an invented word, brought about through creativebrainstorming processes including the generation and combining of randomphonemes. Altra was selected for its straightforward simplicity and itssimilarity to the words “ultra”, “alternative”, and “Atlas.”
  • Thelogo was constructed using basic geometry on a grid to create bold letterformsthat would speak of the solid, sturdy nature of what Altra offers. Thoughsimple, the logotype manages to incorporate a number of different symbols andconcepts: the overall shape appears similar to the horizontal boom of a largestationary crane while the angled bars within are evocative of mobile cranesand lifts. The diagonal lines also serve to mimic hazard stripes, which areever-present throughout the job site.