USING THE SIMPLE CONTAINER TO BRING THE NOTION OF INTELLIGENT TRANSPORT TO LIFE

Fuel would be characterized not as a transportation company, but as an intelligent transportation company, thanks to its strengths in creative problem solving, adaptability, and flexibility. It would stand apart as the solution that values brains over brawn, joining significant horsepower with even more impressive brainpower. The brand would communicate its value in helping solve problems and simplify the benefits of logistics in ways shippers (and ultimately consumers) could understand and appreciate. The container helped us do so in an impactful way through its simplicity and adaptability. Being the fundamental building block of transportation, the container was used as the core visual device to create a modular system for Fuel that could be used to tell a story for every single one of its clients.

AN IDENTITY AS LIVELY & DOWN-TO-EARTH AS THE COMPANY IT REPRESENTS

Inspired by the container as the core building block of transportation, the logo features a simple and adaptable bracket. Simplicity is achieved through the brand colors of black and grey as bright, neon colors are common in this loud industry. Circular was purposely chosen as the typeface to not overpower the visuals, yet provide geometric stability. Seamless photography enabled us to showcase the breadth and scope of what Fuel transports, as well as those symbols of intelligence (i.e. Rubik’s cube). The container’s adaptability reflects the intelligence that sets Fuel apart, alluding to complex situations and problems. It grows and shrinks to hold what’s contained within it and was used to create an energetic, dynamic visual device that could scale. The visual identity was rolled out across print materials, website, trucks, packing tape, company offices, recruitment materials, and stationery.

The brand was rolled out and in market in March of 2017, meaning at the time of writing, there are no quantifiable results to share.