LocServ
Logo redesign for a machinery rental and transport company.
Context
LocServ rents machinery and runs transport in Mariana, Brazil. A B2B business, where the decision-maker is a manager comparing two or three proposals, and where the contract is large enough that nobody risks an amateur-looking supplier.
Challenge
In equipment rental the brand arrives before the salesperson. It shows up on the side of the truck the client sees at a neighbouring site, on the operator's uniform, on the proposal header.
The old logo was already recognised by part of the customer base. Throwing it away would have destroyed equity. But as it stood it could not hold up next to a larger competitor.
Solution
A redesign, not a new brand. I mapped what in the old form already carried the recognition and preserved it; I redrew the construction, the proportions and the spacing. Long-time customers still recognise it, new ones see a structured company.
The technical priority was application on bad surfaces: vinyl on a dirty truck, embroidery on a uniform, black-and-white printing on a contract. A rental brand that only exists in RGB is useless. I delivered it with the usage rules defined, so any print shop can apply it without improvising.
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