Friant Quickship logo
Friant has had a special 10 Day Quickship program for many years for their System 2 product, but never created any specific branding to highlight this program. In 2017, with the desired expansion of two other lines to the 10 day program, Novo and My-Hite & Beam, the brief came down to finally create a brand strategy that would unify the three rather disperate lines under the 10 Day banner.
I created a large number of options, having to get the initial ones that looked, for all the world, like a dry cleaning or roto rooter service, out of my system, before getting to a logo that could be paired up with the individual logos used on the system product, but also stand alone.
Part of this was to use something that is a rarity within the Friant & Associates branding world: a serif font. I wanted to see if I could find a serif that could stand alone and match up well on other Friant branded materials.
In the end, however, I was directed to move back to a sans serif, and I chose Calibre, a sharp, well kerned font that had somewhat distinctive letterforms creating interesting negative space.
Subtle italicization was used to convey just a touch of the speed to the logo.