Francis Brand

CLIENT - ASSIGNMENT - GOAL

Iris is a medium-sized transport company specializing in road freight services. With a growing customer base and the ambition to present itself more professionally, the company wanted to invest in a strong visual identity. Up until that point, Iris had been using an outdated and inconsistent logo that lacked recognition and impact.

My assignment was to design a new logo that would convey trust, movement, and reliability. The logo needed to be highly versatile, applicable across vehicles, workwear, invoices, and digital platforms, and serve as the foundation for future brand development.

The goal was to create a modern and distinctive logo that would strengthen brand perception among clients, partners, and employees. It needed to clearly reflect the company's core values: efficiency, accessibility, and reliability in the transport sector.

CHALLENGES - MY ROLE - PROCESS

One of the main challenges in this project was finding a visual style that was both clean and professional enough for the B2B market, yet also distinctive and full of character. The transport industry is visually quite homogeneous, many logos look alike, so standing out was essential. In addition, the design had to be technically scalable for a wide range of applications.

As the graphic designer, I was responsible for the entire logo design process. I began with an in depth exploration of the industry, including a visual competitor analysis. I then created moodboards around themes such as movement, logistics, precision, and reliability. From there, I developed several stylistic directions, which I discussed with the client during an initial feedback round.

After choosing a direction, I worked out multiple logo concepts. These were presented in a second round using mockups on products, clothing, and business documents. One design was ultimately selected, which I refined and finalized for both print and digital use. The final result was delivered as a compact brand package, including guidelines on color usage, typography, and layout placement.

RESULTS - IMPACT - REFLECTION

The final logo was very well received by the client. The design features a clean wordmark combined with an abstract symbol that suggests movement, routing, and precision. Through the use of a bold color palette and strong typography, the logo now conveys both professionalism and energy. With the new design, the client felt more clearly positioned and noticed that it also sparked enthusiasm internally among employees.

Within a few months, the logo appeared on vehicles, company clothing, and business documents, leading to positive feedback from both clients and partners. The client mentioned that the new branding helped them to be taken more seriously by larger contractors, something that had previously been a challenge.

What I learned from this project is the importance of considering all future applications of a logo right from the start. I also rediscovered the value of presenting designs in context, showing how and where a logo will be used helps to explain design decisions clearly and build client confidence in the result.