SMCLR A CRANE CO.

Mark description

The mark consists of a pictogram on the left side of the logo of a black parallelogram with a rounded upper-right corner, encompassing a stylized crane hook in black that blends in with the black border of the abstract shape. The hook appears to be holding a black strap that also blends in with the bottom edge. The left interior of the parallelogram is filled with orange, while the right side is grey. To the right of the pictogram, the logo features the capitalized letters "S", "M", "C", "L", and "R" in black, bold, italicized typeface. Below these letters, the phrase "A CRANE CO." is presented in a smaller italicized font with orange lettering, followed by a small rhombus in place of a period. Both phrases are justified top and bottom with the height of the pictogram on the left and closely spaced just to the right of the outside border of the parallelogram.