MCM Logo & Updated Name
Formerly known as Mall City Mechanical, the team at MCM was referred to LKF Marketing in 2015. While the need was for overall marketing, we chose to tackle the company's logo and name first.
Originally named to reflect Kalamazoo's nickname of "Mall City," The full Mall City Mechanical name no longer encompassed the business in its entirety. With a Grand Rapids location as well as two in Kalamazoo, the name was too specific and didn't relate well with the Grand Rapids market. In addition, several other Mall City business monikers were causing brand confusion.
LKF Marketing helped MCM explore renaming options eventually deciding on the abbreviated letters to retain brand loyalty and simultaneously build upon an updated and more unique name.
Along with the newly condensed name, LKF designed a revised logo for MCM. Simple and concise like the new name, the logo features MCM's brand colors and the silhouette of a building. The logo is a nod to MCM's ability to be part of a project from the construction phase on as well as later stages of retrofits and preventative maintenance.
The enjoyable and successful relationship between MCM and LKF has continued to this day with projects including a website, a capabilities brochure, promotional materials, sales materials, and truck vinyl.