Market research
The express road transport sector is highly competitive, with global players such as DHL and FedEx and important Italian players such as SDA Express Courier and GLS Italy, all brands that stand out for their clear and dynamic visual identities, which effectively communicate speed and reliability.
Creative process
Both proposals were designed to meet the customer's initial needs: the inclined shapes convey speed, while the simple and solid sans serif typography suggestsefficiency.
For the second version I strategically chose more squared and robust shapes, in order to also evoke a sense of reliability, which is fundamental for the trucking market; furthermore, the specific shape of the letters visually recalls the distinctive lines of the trucks.
Colour palette
Aa per client's request, the palette had to revolve around the corporate emerald green.
I chose to combine it with a secondary range of greens for tonal harmony, alongside with petrol blue tonal shades to generate a strong and balanced contrast.
