After a few Skype calls and two directions reviewed, we narrowed down the focus and came out with a great solution that discovered Bertrand’s DNA & expresses dynamically, the logo’s essence and branding applications.

 

Strategically setting itself apart from other US logisitics companies, using the more common 3-letter combinations, we chose a name and symbol that directs the eye to one letter: the B for Bertrand, which the entire brand is built around.

 

Utilizing Bauhaus, Swiss & Dutch design aesthetics, along with local Potawatomi Indian symbology, this branding culminates into the living Bertrand National Carriers identity with much success. 

 

NJOY

5 basic symbols were loaded with meaning and context originating from Bertrand’s core cultural landscape. They become the brands’ Building Blocks used throughout the visual identity. And thus becoming Bertrand’s visual DNA.

The symbols are loaded with Bertrand’s cultural heritage. In combination, they create a dynamic, spatially pleasing, iconic play on the meaning found within the B for Bertrand. The communication direction is built upon how they play together when zoomed in. The animated symbols within the "B" bring the logo & it’s story to life.

 

Quality seals and associations were used on the business card to show affiliations and compliance with the leading standards in the industry. The companies’ core values was used on the back of the business card.

These design masters were utlized in my execution of this project. By combining Swiss, Bauhaus & Dutch design qualities and thinking, I create unique solutions that have dynamic impact with logic & beauty.

 

I hope you enjoyed the work and will appreciate it like my client and I do too!

 

THX