Registix Freight // USA

Registix Freight is an American company offering logistics and freight services on a global scale.
The company is young nonetheless, it can reach a stunning 60m revenue annually. Being a B2B business, the company is looking for a trustworthy brand that can communicate its innovative approach to its B2B clients.

Registix Freight wants to show a Visual Identity that appears solid, reliable and confident, communicating its attention to dedication, reliability, honesty and resourcefulness. An elegant and curated brand that displays its organised approach to solutions that are tailored around its client’s needs.

Clients looking for someone to delegate their worries won’t be indifferent to the powerful visuals of a brand that looks solid, consistent and corporate-with-a-soul. With this purpose in mind, I chose the Horse Archetype as a symbol of power and sacrifice.

Horses are a symbol of controlled power, sacrifice, and dedication.

They carried humans into wars and through expansive conquests, including the Wild West. Since the horse symbol has such a powerful meaning, it is also overused. From automotive brands to online start-ups, the panorama is overcrowded with similar icons that blend all together. For this purpose, I decided to create a unique mythical creature, a three-headed horse, symbolising Dedication, Accountability and Sacrifice: three of the many qualities of Registix Freight.