Spirit Graphics recently had the opportunity to design the rebranding of Western Plant Hire which launched this month. Western Plant Hire is a well-known WA company providing heavy equipment to the mining industry for over 20 years. The brand is well established, with the logo itself being recognised by most in the business and the company viewed as stable, reliable, and experienced. So it was important to retain as much of the existing brand equity as possible whilst giving it a fresh modern look for 2021.
In designing the new logo, the first step was establishing what elements to keep to retain brand equity. The original branding was designed over 20 years ago to emulate the Caterpillar branding as this composed the majority of the WPH fleet. So clearly, the black and yellow colour palette and the central triangle element needed to stay. We also determined that the diamond shape was an essential part of the existing brand recognition. And so the ground rules were set.
Secondly, the new logo needed to support future growth plans. So the new brand needed to be recognisable, but not be rooted in the business name, such that it could be used to visually tie a set of subsidiaries companies together as a group. We decided that generally, a modular approach would work best, with a logo that comprised an icon and logotype components. We came up with three concepts which all addressed the brief in different ways.