Optimus Crane

Optimus Crane, a Navarre-based company specializing in renewable project engineering, infrastructure planning and construction, and heavy crane operations, asked us to completely transform their brand. The rebranding project proposed by Ashler is based on five fundamental elements: brand, brand language, typography, communication and web design.

The brand’s visual identity conveys clarity and is complemented by a meticulously selected color palette that reinforces its highly technical character. The isotype, depicting a wolf, represents Optimus Crane’s crucial role in vigilantly overseeing the client’s protocols and subcontractors, ultimately being the protector of the client’s interests.

As in many of the projects we carry out in our studio, we have designed a custom corporate typeface for Optimus Crane. It is a typeface that combines retro-futuristic design elements with touches of mechanical aesthetics that gives Optimus Crane an unmistakable personality while conveying its industrial character.

The iconographic system is a crucial component of a brand’s identity. It is part of the foundation of branding along with the logo, typography, color and photography. For Optimus Crane we have designed a set of icons that perfectly complement the brand’s custom typography, forming a strong and highly recognizable visual system.