Sleek, conceptual logo design for logistics company.
Client
Advance Move Trucking
Year
2019
Services
Branding
Timeline
1 week
A design that stands out on the road and among the crowd
When I began designing for Advance Move Trucking, I was excited to break into a brand new branding vertical – the moving and logistics industry. The owner of AMT was just starting out, building his company from scratch. He needed branding that would set him apart from the other players who dominated the highways.
This “stand out” effect was actually part of the request. The client wanted a logo design that felt industry-appropriate, but also looked and felt different than the competition. Something that said “fresh” and “modern”, while also maintaining an air of professionalism and dependability.
Sketches and initial concepts
As I began sketching out ideas, two distinct concepts emerged – a “box” theme and a “steering wheel” concept. Each design solved a problem with the branding which was the extremely long business name. “Advanced Move Trucking” was a mouthful and was going to be difficult to translate into something space efficient or memorable for the target audience.
By transitioning the company name into an acronym, I became inspired by the letterform possibilities. My favorite sketch was the steering wheel, which I felt nailed both the letter balance as well as the industry alignment without being too “on the nose”. Ultimately the client chose the box direction which used the letters A, M, and T to form a three dimensional shipping box.
Conclusion
As we moved out of the conceptual realm into into the tactical, the client specifically asked for the logo to be delivered in a shiny, metallic treatment that mirrored the chrome attachments and flare in the trucking world. While this particular aesthetic was a bit out of my wheelhouse, that’s nothing a few good YouTube tutorials couldn’t solve.
Both the client and I were very happy with where the logo landed. The concept, the shiny chrome paint job, and the stand out design that was sure to set AMT apart visually from the competition. I think the chosen concept (despite how much I loved the steering wheel) finds a great balance between the traditional and modern worlds.
