The Challenge
They required a professional brand logo. They essentially deal with larger FMCG and pharma companies so their logo needed to showcase their values. The entire company is built on the foundations of trust and security with our clients, and the logo design has to reflect these core values. It needs to be a design that gives viewers a sense of trust that their delivery is handled by professional agents that understand how to transport cargo using safe and secure practices.
The Design Process
Each of our branding process starts off with a discovery session and an online questionnaire which the client has to fill out. Then once have a basic understanding of what has to be done, we'll go ahead and conduct research of the logistics industry, the new players in the last year and the companies outperforming, We discover the kind of brands they have built visually and we take a global approach to see some of the world's best logistics brand as well and design a few concepts. These concepts are very broad directions of where we can go visually.
The Design Pivot
Once we shared the above design briefs with the client, they had mixed feelings about it. During the process they had a deeper look at some of the brands they like as well and they had fixed on the colour red. We're always ready for some design pivots as we want this brand to stand the test of time. So we took their idea into consideration and pivoted to creating some designs where red was the primary colour.
The Midas Touch
They loved both the concepts that we had presented. They had a good internal discussion with their team and decided on the 2nd option. We felt that there was more that could be done with the 2nd concept. We were not totally satisfied with it. it felt like a piece of unfinished art.
We decided to :-
1. Make the Text more legible, so we chose to go with a simple font.
2. The stripes on the left side of the logo signified speed but felt unfinished. This required some magic.
A lot of times during the design process we take design decisions that arent fairly clear, but looking back it makes a lot of sense.
1. Make the Text more legible, so we chose to go with a simple font.
2. The stripes on the left side of the logo signified speed but felt unfinished. This required some magic.
A lot of times during the design process we take design decisions that arent fairly clear, but looking back it makes a lot of sense.
This is the final logo we ended up designing and the client LOVED IT!
Expanding the Brand
Once we had the logo designed. We had a good overview of the colours and the style we were going to use to expand the brand into various collateral. We used a similar designs style to develop the following print collateral's.
1. Business Cards
2. Envelopes
3. Letterheads
1. Business Cards
2. Envelopes
3. Letterheads
The design resembles a box and is based on the initials and a clever use of various warm colours to signify fire and speed. A balanced and compact design conveys a message of trust and stability. The thickness of the lines are bold but not overly thick. The lines suggest fluidity and quick routes.
