The challenge
Speed is the promise
Distribution is about getting stock where it needs to go, on time.
What we designed
The X in EXPRESS carries speed lines, so movement is built into the lettering instead of added as decoration.
A distribution brand with speed built into its name.
A logo for a Chinese food distributor: a bold red 168 badge, an EXPRESS wordmark with a speed-line X and a descriptor that says exactly what the company does.
- IndustryChinese food distributor
- ServiceLogo Design
- DeliverableLogo files (vector SVG)
- Colours4
A food distributor is chosen by restaurants and shops that want reliability. The logo had to feel quick and dependable, and make the business instantly understandable.
The logo, up close.
The same logo in the versions a brand uses every day.
Colour and small sizes.
A short palette taken straight from the logo, and a check that it stays readable when it gets small.
- Bright red#D90B1C
- Deep blue#222832
- Soft red#E5DADC
- Pink#5C454F
What the logo had to do.
Three jobs, and how the design answers each one.
The challenge
The number must be memorable
A number in a name is easy to remember if it has a strong shape.
What we designed
The 168 sits in a solid red circle that works alone as a badge on boxes, vans and invoices.
The challenge
The business must be clear
Buyers should know the category without asking.
What we designed
A thin descriptor line under the wordmark, Chinese Food Distributor, states the trade in plain words.
Need a logo that works?
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- A plan built around your brand
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