We export used cranes out of Australia. Our market is global; the primary market is Asia - specifically China, the middle east, India and a few countries in South East Asia. It is important to project ourselves as a global brand in our logo.
We do not like the logo designs for https://allcranesales.com.au/, who are our competitors, as we think it is too simplistic and does not communicate the right message. Our own logo, as show in our present website, http://tradeandoutsource.com.au/ , is not appropriate. Whilst it does communicate a global presence, it is also too complex. Moreover, the cranes shown in the logo are wrong, as we do not deal with tower cranes but with Crawlers (see cranes here http://tradeandoutsource.com.au/cra…ases.html) .
We are also not very convinced with the logos that our other competitors have, including http://www.gleason.com.au/, https://www.amlequip.com.au/used-cranes/, http://www.australiancrane.com.au/crawler-cranes We need something more sophisticated.
The new site in development (https://usedcranes.netlify.com/home) uses Material Design as a design language, so colours and logo themes should go well with that. HEX code and colour palette provided.
The logo should also be approachable and understandable by people in Asian countries, where some of our customers are people in hard hats working in construction sites on a regular basis. It should make sense to that demographic, amongst others.
Note: The Slogan can be dropped if it comes in the way of a good logo.