The client brief was for the logo to look corporate and professional, as well as strong and industrial. Mellors owns road construction and mining machinery, which is available for hire. Stainless steel was used not only to convey the industrial machines that are for hire, but also to contrast with the dominantly yellow and black machinery the logo would be applied to. A 'scene' within the lettering of the logo, shows a strip of soil and rock with one of their machines.