Challenge: Kircher and Sherman needed a logo that could be used across a variety of industries that the company was in and looking to expand into. Currently in the equipment rental business, they were looking to move into property rental, and eventually a storage rental facility.
Solution: Since the business wasn’t tied to one specific industry, a monogram seemed the most appropriate as a mark for the company. Addressing the three industries, I looked for similar concepts and values that needed to be conveyed by the logo. Sturdiness, reliability, durability were common concepts to all the industries that Kircher and Sherman are in. The logo was designed with thick strokes and a solid rectangular shape to represent these values.