Always in Motion

Brand Design Concept ShortStop Parcel Delivery Firm

Brand Design Concept ShortStop Courier and haulage Shortstop a company expansion plans this project shows how to distinguish itself from other brands.

Brand Design Concept – ShortStop

ShortStop Brand Design Brief

The brand design Concept logo for Shortstop is a courier logistic company that needs a boost to its branding to reach further afield; our brief required a logo brand to stand out from other mainstream logistic companies that are easily recognised by its two colours and letter marks.

After long research, we saw that many start-ups or delivery services brand marks had cliché iconic boxes, vans, lorries or some parcel within their logo.

The brief made clear that none of these symbols should be used, and the logo should be black/white or lime green to be seen and noticed. Their transport vehicles should be white or lime green with the corresponding colour above that.

Below are some concepts put forward during the concept and development process phase. Once the concept was chosen, we refined the logo for the sharpness and size variations needed.

Assignment

Create a brand concept to expand the company’s visual presence. Articulate brand message and services clearly.

Project Includes

Design Ideation
Design Direction
Final Design
Design Presentation

Year

Client: ShortStop Concept
Date: 2nd July

Behance

ShortStop Brand Design Concept

Image showing the branding development process for "Shortstop." Includes iterations of the "S" logo and three final logo concepts with globe, bird, and shield icons. The text: "The concept development process" and branding taglines are also included, showcasing Shortstop's innovation in design.

Tone Guidance

A dark-themed graphic featuring tone guidance for "The Shortstop campaign" highlights qualities such as being clever, conversational, friendly, adventurous, smart, and emotive. Additional tips include writing in rich and fresh ways while maintaining a conversational style.

Brand Colours Lime Green, Black and White with Tones

A primary brand colors guideline featuring lime green, black, and white. Each color section includes Pantone, RGB, CMYK codes, and opacity levels at 80%, 60%, and 40%. The lime green color block is like a shortstop in a baseball game—highlighted at the top left.

Typography

A typography guide showing four levels of headings: all lowercase, with varying weights from bold to regular. Primary typeface is Dax Pro. The shortstop left sidebar is green with "typography" in vertical white text. The background is dark grey.

Mobile phone and website of homepage of “SHORTSTOP.” Both screens illustrate shortstop’s green-themed interface, A logo of an “S” within a hexagon is displayed prominently.

Image showing a mobile phone and a computer monitor displaying the homepage of a website called "SHORTSTOP." Both screens illustrate shortstop's green-themed interface, with menu items "Send Local," "Send National," and "Tracker." A logo of an "S" within a hexagon is displayed prominently.
A green and black delivery van with the text "SHORTSTOP" and a tagline "We deliver whatever you want, whenever you want" printed on the side. The van features a geometric design and an iconic "S" logo. A green label at the bottom left corner reads "signage.
An advertisement for Shortstop is shown. On the left, a green and black Shortstop delivery truck is parked outdoors. On the right, the Shortstop logo and tagline, "We deliver whatever you want, wherever you want," are displayed with a green background.

Graphic Design: Logo Clearspace

The logo rules to size restrictions are as follow The ShortStop brand mark has an established fixed size and the spacing relationship between the different elements so that they can appear together without competing for attention.

Make sure the logo has a margin that is 3x the height of the letter H spacing (the space between the logo mark and the logotype).

Keeping other elements away from this margin helps maintain the logo’s prominence and helps to maintain a clean look.

Please treat our logo with respect. Don’t crowd it with other elements. And don’t make it so small that it requires a magnifying glass to read it.

Our logo should have a presence within the piece.

The logo must appear on the first and most prominent occurrence of all communications and back covers of printed materials.

Our logo should appear at the bottom right of a piece whenever
possible — think of it as our sign-off.
When sharing the space with other logos, ours should always be
equal in size