Ko
Three routes for Kooch
Our sample logistics brand, Kooch, makes same-day B2B delivery in metros. Here are three directions a designer, or Astitva, would explore.
Kooch
Route 1 · Wordmark
The name is the logo
A strong wordmark that fits the side of a van and a shipping label.
Ko
Route 2 · Monogram
Built for the app icon
A monogram that works on helmets, jackets and the app.
Kooch
Route 3 · Symbol and name
A mark that means something
A motion symbol, such as a forward chevron, beside the name.
The typeface does most of the work
A bold, condensed sans reads from a distance on vans, labels and uniforms. Kooch uses Barlow.
KoochWebsite header
KoochPitch deck footer
KoochEmail signature
Ko
App iconKo
32 pxK
FaviconThe size test: a logo that only works big is not finished.
The background test
Your logo will sit on photos, dark screens and printed paper. Check every combination before you commit.
Kooch
Kooch
Kooch
Kooch
Skip the logistics clichés
Customers have seen these on every competitor. They make a new brand look borrowed.
Trucks and globesSpeed lines everywhereBoxes with wings
What works in logistics
- A logo that reads from 20 metres on a moving vehicle
- A one-colour version for printed labels
Brand feel to aim for
Logistics brands lean on the same red and yellow. On a road full of vans, you need contrast, not more of the same.
ReliableFastClear
Test
Put the logo on a van photo and look at it on your phone at thumbnail size. That is how people see your fleet.
From brief to logo in four steps
Write the strategy
Positioning, audience and voice decide what the logo must say.
Explore three routes
Wordmark, monogram and symbol. Compare them side by side.
Run the tests
Small sizes, backgrounds and the real places customers see it.
Lock the rules
Clear space, minimum size and colours, written in a brand book.
Questions
What type of logo is best for a logistics startup?
Most early logistics startups do best with a wordmark, because people learn the name faster. Add a monogram for the app icon and a symbol only when it says something specific.
Which logo ideas should a logistics startup avoid?
The category clichés: trucks and globes, speed lines everywhere, boxes with wings. They make you look like everyone else.
How do I test a logo before using it?
Put the logo on a van photo and look at it on your phone at thumbnail size. That is how people see your fleet.
Can Astitva design my logo?
Yes. Astitva writes your brand strategy from a short brief, then draws three custom wordmark routes. You pick one and get it finished with usage rules. New accounts get 50 free credits.
Get three logo routes for your startup
Astitva writes your brand strategy, draws three custom wordmark routes, and finishes the one you choose with usage rules and a brand book.
Start free with 50 credits