Context:
Senior UX design course project.
DelGate brand logo used on DelGate's website.
DelGate
The efficient, professional and reliable delivery partner.
My Role:
Brand design, Logo animation
and application.
Duration:
Jan. to Feb. 2018
Context:
Internship in DelGate Delivery Solution Systems
DelGate Delivery Solution Systems is a local delivery company based in Vancouver, BC. As an in house designer in the company, I worked with my supervisors to create a new branding identity replacing the original one, as well as other brand applications to present the company with a more professional and accurate image.
The original brand logo.
Defining Brand Identity
When defining the brand identity, I first had conversations with my supervisors to understand their vision of the company and the target audiences. After the meeting, it became clear that the company’s primary clients are small to mid-size Business to Business (B2B) customers, such as furniture stores, e-shops, and industrial businesses that have a need to find a reliable and affordable long-term partner for delivery solutions.
I also researched on the potential competitors of the company, I found that their logos are depicting concepts related to 'speed' such as wings, running figures, and blurred motions so their audience would easily associate the brand with a delivery service that’s efficient in reaching the customer’s goals.
From left to right are brand logos of DHL, Novex, and Parcel Pal.
Thus, the new brand identity needs to represent the company’s quality
as a professional and efficient delivery service, as well as the brand name itself - “DelGate”. While in order to better differentiates the new brand from its competitors, we choose to avoid the cliché "speed" idea.
Creating Logo
After defining the main direction for the brand, I moved on to logo sketching and then creating digital versions for the logo. During this period, my supervisor has also given me plenty of ideas and sketches that inspired me.
Logo sketches created by me.
Logo sketches created by my supervisors.
I’ve created many simple and clean drafts, however, for a company that’s relatively new to the market, the logo needs to be more rememberable.
So I went back looking into many sketches from my supervisors, found
that their sketch is actually very unique and clearly illustrating their main business, and I took their ideas as inspirations and created more distinctive and simple logos.
Some of my logo sketches transformed into digital drafts.
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Logo sketches from my supervisors transformed into digital drafts.
Digital drafts are created to make more precise and delicate variations that have a higher quality closer to the final products, which is more helpful for the client to evaluate and determine which ones are better matching their expectations.
After many iterations of numerous logo drafts, various ideas were combined and evolved, in the end, my supervisor and I agreed on creating an easy to remember and distinctive logo, to help the company differentiates itself quick from the rest of the market, and present a calm and professional image.
Creation of the final logo.
The above video shows the creation process of the final logo.
Final logos
3 versions of the final logo are created for usage in different situations. 2 color palettes are created for usage in different backgrounds.
Logo Applications
I also created a number of logo applications for the company to use,
such as business cards, logo animation as the video brand intro and outro
of the promotional videos.
Business Card
Animated logo
The theme of the animation is to represent the company's vision, which is to open a gate for new efficient ways of delivery.
Reflection
​The experience of being the only designer in the team to complete this project has taught me a lot. Since other people in the team are non-designer professionals in financial, marketing and business planning, I was able to hear practical and insightful perspectives and opinions for my design work from these different fields. It has helped me bridge the gap of creating brand identities with a purely academic perspective to also being able to understand and address specific real-world business goals and needs.
DelGate Delivery has been using this new branding for over 2 years, the logo has been used in their websites, for various social media campaigns, videos, and print designs.