With a legacy spanning over a century, Raimondi Cranes has always been at the forefront of the heavy-lifting industry, embodying the spirit of Italian excellence in every design and innovation. The brand has thrived by understanding the marketplace's pulse and responding with products that exceed expectations. Raimondi's commitment is to drive the industry forward, setting a new standard of excellence and adapting with agility where others can't. Their cranes are a celebration of Italian ingenuity, designed to strike the perfect balance between function and form, lifting more than just materials—they lift aspirations.
The challenge for Raimondi was to convey their message of sophistication and expectation in a brand identity that would resonate in the global marketplace. In collaboration with MetaDesign, the goal was set to "Raise the expectations" of what a brand in the heavy-lifting industry represents, integrating Italian flair and the essence of innovation into every aspect of the brand. The partnership was built on a shared vision to create a brand experience that reflects Raimondi's market leadership and pioneering spirit.
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Balanced precision
The new brand design is a study in contrasts, bringing together black and white to achieve a perfect balance. At the center of the brand's visual transformation is a new iconic symbol, meticulously crafted, creating a visual tension that symbolizes the very essence of the delicate equilibrium that cranes represent. A symbol that is both grounded in a heritage of engineering, but also boldly contemporary. For those who look closely, the symbol has a subtle surprise; the shapes evoke an 'R'. When animated, the symbol moves with a graceful purpose. Uniquely ownable, infinitely adaptable.
Understated strength
The typography mirrors the functional elegance of Raimondi's machinery – clear, direct, and with an understated strength. It draws inspiration from mid-century design where every element serves a purpose, much like the intricate structure of the cranes that Raimondi manufactures – optimized constructions of strength and precision.
Building brighter
"Building brighter" is the concept for the Raimondi photography style – uplifting, colorful, and full of life. The style is spontaneous and joyful, capturing moments of color and beauty in everyday construction scenes, breaking away from the industry's stereotypical perception of gray, dusty chaos. This approach brings a vibrant and energetic dimension to the brand, challenging perceptions and inviting people to see the construction industry through a new lens, with colors are rich and dynamic. Bright light and sharp shadows in the photographs echo the angles and form of the new logo, reinforcing the brand's visual identity. The photos convey movement and progress, essential qualities in a sector that is always advancing. Raimondi chooses spontaneity over staging, capturing real moments that convey authenticity and the true essence of construction work.
Structured details
Raimondi’s icons and illustrations are inspired by the precise framework of cranes, featuring thin, linear designs that embody elegance and strength. Like a suspension bridge, they appear light and delicate but are engineered with remarkable structural knowledge, ensuring stability and reliability. This balance reflects Raimondi’s ability to merge precision with innovation, creating a modern visual language that aligns with the brand’s elevated identity and reinforces its reputation as an industry leader.
Reaching higher
Raimondi's new brand identity is more than a visual change; it's a statement of confidence and a testament to the company's ability to listen, adapt, and deliver. The rebranding reflects an open and confident outlook, offering a fresh perspective that is both grounding in stability and refreshing in its upliftment. Raimondi is positioned not just as a manufacturer but as a proactive partner in the construction industry, committed to excellence, innovation and collaboration. Through this transformative rebranding, Raimondi Cranes stands poised to meet the future with a renewed sense of purpose and a brand identity that resonates with strength, clarity, and the promise of building a brighter world.
“The new visual identity isn’t just a refresh. It reflects Raimondi’s vision to redefine the industry and shows what a brand in this space can truly represent.”
