WestCo Hauling
Fall 2023
As a startup family run company, WestCo Hauling, was looking for a design that fit their personal style and was distinguishable from other hauling companies already in the market. The client wanted to have a traditional feel with a modern look and color scheme. Per request, the logo design was to include a longhorn in sentiment to the long-hauling of cattle in the past.
Process
The process of designing this logo started out simply with discussing the elements WestCo Hauling would like in the design and what they wanted to convey. Keeping in mind their want for a Texas longhorn, I knew there were already many designs out there with this key element. Wiping the slate clean, I went straight to the source looking at pictures of real longhorns studying the horns and facial structure. What gave these amazing animals their strength and character? What about them could give WestCo Hauling the same qualities? Sketching out the longhorn design, I added some worn touches to the ears and silhouetted the nostrils to add some more negative space. Taking this sketch into Affinity Design, I used the pen tool to trace my sketch and create a symmetrical shape with just the few ear details to add an asymmetrical element. After deliberating over a few font styles, my client and I decided to use Alegreya SC for the company name as it gave reliability and strength to the name.
Finding the right amount of traditional, western feel was tricky while keeping the design in line with a hauling company rather than ranching. To balance the design, I added some linear elements in groups of three on both sides and ultimately decided to resize the longhorn as it was too heavily centered between WestCo and Hauling.
This design change created a whole new feel to the logo adding a sophistication it was lacking in the other designs while still retaining elements of the original mock-up. While the longhorn was a key element in the design, in a family business the real star is the company name leaving the longhorn to be a memorable element alongside it.
Bringing it all together…
For the WestCo Hauling business package, I included a color palette, multiple logo options, and business cards. For the color palette, I limited it to only four colors as hauling companies traditionally use only the logo and minimal typeface to brand their hauling equipment. Four colors allows some play for any uniforms, letterheads, marketing, etc.
WestCo Hauling prides itself on excellency, commitment to its customers, and transparency. Keeping this in mind, we chose a hunter green to show the stability and transparency of the company. In homage to the founders, the Carolina blue shows the roots of the company while also displaying their stability and compassion as a family business.
