Freight First
Logistics plays a crucial role in the trade industry, with powerhouses like DHL, UPS, and FedEx setting the standard for design and trust within the sector. Freight First aspired to evoke a similar sense of reliability and security for its customers. The challenge was creating a cohesive brand identity that could serve as the company’s primary visual language, adaptable across packaging, transport vehicles, and marketing materials, and appealing to potential investors.
For the logo design, I wanted to use a very straightforward design that's very recognisable for customers and offers a feeling of reliability. For this, I'm using my usual 2 color composition for the logo which I've used in previous designs to give it that bold appearance that is useable and noticeable in various formats.
In the initial designs, I incorporated an arrow into the logo to symbolize continuous progress and forward momentum, reflecting the company's core purpose and aligning with the message I aimed to convey. I decided to stick to this imagery delving into more initial logo designs, trying to see how I can incorporate the arrow into other logo designs whilst retaining the symbolism.
I explored additional designs while retaining the arrow symbol in each iteration; however, the more I incorporated the symbol, the more cluttered the logo, ultimately diluting the intended message behind the imagery. Plus, I intended to keep the arrow imagery while still clearly showing a wordmark for the company so it's more recognisable at first glance akin to iconic brands such as Coca-Cola, Apple, Nike, etc. In the end, I decided to refine the logo below into something that both encapsulates the essense of the company and what they stand to achieve with their client base.
Design-wise, the box symbolizes the package, while the arrows represent the routes packages take to reach their destination. I chose a two-tone design to enhance the logo's visibility, as simplicity often creates a stronger visual impact. The bold, straightforward design ensures the logo remains easily recognizable, even when scaled down for applications like website favicons. To further convey the company's reliability and hardworking ethos, I incorporated a bold wordmark into the logo, adding a sense of strength and dependability that resonates with their customer base.
With the main logo complete, FreightFirst requested a secondary logo for their promotional media. The challenge was to design a logo that stayed true to the primary logo's design elements, ensuring its existing customer base would easily recognize it. Drawing inspiration from the main logo, I duplicated the 'F' to create a cohesive design that seamlessly combined the initials of the company name into one unified symbol.
Above are the mocks for the proposed secondary logo drafts showcased in different colors, formats, mediums, and different iterations showing how aspects of the logo can be used in different ways for the promotional materials. Below are mockup images showcasing how the logo can be used in the real world visualising how their branding can be utilised on delivery trucks, containers, billboards, and any other merchandise for the company.
Above are the mocks for the proposed secondary logo drafts showcased in different colors, formats, mediums, and different iterations showing how aspects of the logo can be used in different ways for the promotional materials. Below are mockup images showcasing how the logo can be used in the real world visualising how their branding can be utilised on delivery trucks, containers, billboards, and any other merchandise for the company.