In April of 2017, we will be celebrating 40 years of in business. For our 40th Anniversary year, we are considering modifying, supplementing, or possibly replacing our company logo, which was designed in the late 1980’s.
Our goal with this design effort is not necessarily to replace our current logo. Our logo is somewhat recognized locally; particularly the font that is used for our name (which is a slightly modified version of the Bolt Bold font http://www.fonts101.com/fonts/view/…/Bolt_Bold ). Any future logo must continue to use some sort of similarly bold lettering for the Ricor name, as it must be legible and recognizable from a distance on a jobsite or roadway. We have used the capital “R” with the horizontal stripes in the top-left corner as the favicon for our website ( http://www.ricorinc.com ), as we feel this is the most recognized aspect of our logo. We are open to the idea of changing the font, but not dramatically.
We are considering:
- Option #1: Creating some sort of temporary add-on for our currently logo that celebrates our 40th anniversary. For example, this could be truck/equipment stickers that are affixed on top of or are applied next to existing logo stickers as supplemental information. This could also be completely new truck/equipment stickers that replace the existing logo stickers, but include the original logo within the new design.
- Option #2: Creating a completely new temporary 40th anniversary logo that is used throughout company correspondence, vehicle stickers, and digital works for the entire year.
- Option #3: Creating a completely new logo going forward.
The aesthetic of our logo is intended to convey stability and durability. Our logo is found primarily on white pickup trucks and on “yellow iron” Caterpillar brand heavy equipment (diggers). The most prominent location for our logo is on the large water tower tanks (which act as a sort of temporary billboard) that are stationed at most jobsites near the closest roadway.
One drawback of our current logo is the use of metallic foils in the original design. The artwork consists of golden metallic triangular line work behind copper metallic lettering. When the logo was first created in the 1980’s, the primary use was letterhead, business cards, and large vehicle stickers. The extra expense of printing these items with metallic foils was justified, as the metallic elements differentiated our logo from other local companies. As we have transitioned to the digital era, the use of metallic colors in digital documentation, emails, and on our company website has proven to be challenging. Attempts to replicate the metallic foil look in digital format using color gradients proved unsuccessful.
The golden and cooper metallic colors have therefore been forced into flat colors that are approximations of the original metallics: #9d7e3a (157,126,58) and #83451E (131,69,30). The copper color used in our logo is a reference to the nickname of our home state of Arizona...”the Copper State”. Our current formal letterhead uses a tan paper rather than pure white. We are open to slight changes to the logo colors. But, the palette should remain reminiscent of earth tones or colors associated with minerals such as gold, copper, or silver. We would be more likely to approve warm colors such as browns, tans, oranges, and yellows than cool colors with a blue or green base to them.
The 3-triangle design of the current logo is a visual reference to the stockpiles of soils that are often seen on our projects. The proportions of the 3-triangles also allowed our logo to fit within the yellow triangle of a larger Caterpillar logo; as this was sometimes the only place our logo could be fit on a piece of equipment (this is no longer a concern).
The Ricor name is a portmanteau of Rawlings Incorporated; our family name.
Our current logo has the wording “EARTHWORK & ASPHALT PAVING ESTABLISHED 1977” across the bottom. Since our founding we have added underground site utilities to our scope of work and utility work has become are larger part of our project mix. So, going forward, we would like to replace the tag line on our logo to read either “EARTHWORK – SITE UTILTITIES – ASPHALT PAVING” or “EARTHWORK - UTILITIES - PAVING”.
If any visual reference to construction equipment is used, only the following models of equipment should be used: CAT 623 Scraper, CAT 140H Motor Grader, CAT 950 Loader, CAT 345 Trackhoe.