Based on a creative brief by LogoCore for a design challenge, Freight First is an intermediary freight broker between a shipper who has goods to transport and a trucking company who has the capacity to move their product from point A to point B. The company specializes in finding optimal routes for sensitive cargo that requires ongoing monitoring and comprehensive insurance coverage.

The logo had to be indicative of it being a delivery and it had to give its viewers a sense of trust. The company’s optimism and professionalism was kept in mind in coming up with its blue and orange palette. The F are arrow directions for routes while in the wordmark, a number “1” was hidden in the word “First”.

I came up with characters based on a ship and a truck as a mascot for this brand’s two main modes of transport. It is a ship that finds the best truck to transport a parcel.