Shyam B’s project is a logo design for Fretron: A Digital Freight Marketplace. The mark has the letter “F” formed by the juxtaposition of two arrows. The company aims to digitally transform a highly Fragmented 100 billion dollar Trucking Industry in India by enabling efficient, reliable and hassle-free transactions between Shippers, Transporters, Fleet Owners & Drivers by bringing them on a common platform.
As mentioned above, the company aims to bring shippers/transporters and fleet owners on a common platform. The main challenge was to create a minimal mark which would visually capture this. The client had mentioned during our conversation that he would prefer to have an arrow incorporated into the logo but not in the clichéd way. So I thought what if two arrows come together to form a “F”. Easier said than done. Tried innumerable permutations and combinations and finally came up with the existing mark which in my opinion was smart, minimal, yet perfectly balanced. The final design met the initial challenge of coming up with a mark which shows seamless interaction between two entities. The company is a startup founded by a young team committed to transforming the outdated logistic landscape in the country and therefore the colors were chosen to represent dynamism, energy and enthusiasm. The colors, overlap to create new hues thus suggesting creation of new opportunities and avenues. It is transparent, reflecting the clarity and openness of the way platform works.¬
– Shyam B
The final logo was created in Adobe Illustrator. Once happy with the design I moved on to the color palette and selecting an appropriate typeface for the mark.
– Shyam B
The client loved it and it really made the whole process extremely rewarding. Its always a learning process when you work on a project as you get to learn about the specific industry, the entrepreneur’s vision and that’s something which stays with you always.
– Shyam B
About Shyam B
Shyam B is a graphic designer specializing in logo design, illustration and icon design. His works have been published in several logolounge books including the Master Series and featured on numerous websites and blogs. Recently, one of his works has been included in Logo Lounge’s annual Logo Design Trend Report for 2016.