Crane & Co
Verbal and Visual Brand Identity
Challenge
Crane & Co came to us as they were preparing to merge two subsidiaries (Crane Currency & Crane Payment Innovations) to form a new entity. They wanted a new brand identity that kept the name Crane but also expressed a distinctly modern and future-focused approach to attract investors. The Crane leadership team was very involved in the project and voiced a wide variety of opinions and thematic allegiances to multiple divisions.
Verbal & Visual Identity ―
Approach
This project involved many stakeholders, which required considerable anthropological work to identify common themes. We interviewed key team members to understand the legacy business and its short and long-term visions. These interviews and the following group conversation were critical for helping the Crane team settle on a common theme - the future. After two rounds of presentations, the team unified behind “Crane NXT.” It’s short, future-focused, and easy to say as either a word (next) or an acronym.
For the logo, we wanted to honor the two legacy subsidiaries being merged while also expressing a future-leaning sensibility. Our designers dissected the logos of each entity and were able to use aspects of each (typeface and colors) in the Crane NXT identity providing a sense of continuity. The stylized NXT highlights a forward-pointing arrow which indicates progress and forward movement.
Approach ―
Result
When multiple entities and existing brands are involved, a significant part of our work is to help clients rally around a common goal. Then, we can loosen the emotional attachment to prior brand identities, and all parties can move forward. We built trust with the Crane teams by taking the time to fully understand and appreciate their different services and history. We set the foundation for a long-term relationship with Crane Co. by putting our research to good use and quickly creating a unique brand identity that honored their distinct legacies and celebrated their unified future.
Result ―
