Pack-Man USA Rebrand
The scope:
Pack-Man USA has over 25 years of experience in logistics, transportation, and packing. They have a trusted reputation for helping hundreds of clients with all their dangerous goods, hazardous materials, and precious cargo needs.
Looking at their website, I noticed their visual identity was lacking and overall felt outdated. This project is a brand overhaul for Pack-Man, modernizing their appearance while maintaining its trustworthiness as the go-to spot for packing, shipping, and moving.
The solution:
The direction was to embrace a visual identity that modernizes the logistics aesthetic with a box-like typeface and clean, modern graphics. Furthermore, I wanted to maintain the red, white, and blue color palette as well as the arrow motif present in the logo.
Logo Development:
The current logo looks outdated, and it’s unclear what the various shapes represent. I aimed to do a total rework while keeping the red arrow motif intact. Similar to the FedEx logo, creating an arrow through negative space helps enhance the logo significantly.
While brainstorming, I immediately thought of the idea of a deconstructed package, and I wanted to represent that through the letter “P”. I played around with various sizes and eventually landed on a proportion that I liked.
