Translog solutions is an international freight company doing business in the USA and Mexico.
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With all the competition in the freight sector like JB Hunt, Mayflower, DTS, Shiply, to name just a few, they needed to stand out both in voice, business proposition and identity.
BRAND IDENTITY AND WEBSITE
THE GOAL
To be perceived as an established, modern, strong, personalized freight service company, and differentiate themselves from the sea of sameness.
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We took a dive into the competition, analyzed their branding, messaging, colors, and the way they communicated with their target, and crafted a unique brand identity with the clients vision plus the learning of our research.
We settled for a sanserif font as the base, and redesigned it with slanted breaks to indicate a forward movement , and raised the S for an upward movement.
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This allowed us to played with prolonging the lines from the T and the S through out the brand image.
For the website, we continued our black/white/green palette combined with a bold sanserif font for all headlines and a simple lighter font for all paragraphs.
We kept the color palette simple: black, white, bright green and their different shades.
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This allowed for a modern, elegant aesthetics with a pop of color.
We contrasted all photos and decreased saturation. We played with the different elements that are natural to a freight company and landed on a simple to navigate, elegant, attractive, informative website, completely different to all other freight services companies.
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The result was a strong, modern, elegant brand identity easy to play with in every asset, from digital, and social media to their brand new trailer trucks.
