FillerUp
branding
FillerUp is a Connecticut-based fuel delivery startup. When FillerUp's CEO came to me, he was seeking a new logo to represent the company as modern, professional and approachable. They had a logo that they had previously done themselves--but it was lacking character, and there really wasn't anything unique about it. Swap out the "F", and it could be a logo for any mom-and-pop gas station. It begged for a professional, modern touch.
What makes FillerUp unique is that through their app, you can request a fuel delivery on-location--whether it's your boat at the marina, the car in your driveway, or construction equipment. When I began the process of brainstorming and designing their logo, I knew this was a key differentiating factor that needed to be represented and accounted for.
The logo essentially needed to say one thing: "Fuel. Delivered."
Initial Concepts:
During my exploration, I came up with the below icon, composed of a droplet (representing fuel/oil) and a location marker, intertwined. I was a big fan of this concept, and felt that it represented exactly what I was aiming to say in a clean, simple way:
Alternate Concepts:
The client was a big fan of 2 of the above concepts--so much so, that he requested that I marry two of them.
Final Logo:
Truck Graphic Mockup:
Business Cards:
