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My brother owns a small trucking company and he asked me to create an identity for it. Unfortunately, he had a preconceived idea that the logo should be a “pigasus.” After an internet search, it became quite clear (to me) that the idea of a pig with wings is relatively common and not all that clever.
I generated several concepts in an attempt to encourage him to make his brand more sophisticated. At some point, I determined that trucking was simply the transportation of things “from here to there” and “from there to here.” This mark uses a traditional highway sign as the foundation for an “H” with a bidirectional arrow as a crossbar.
I felt quite strongly that this solution would help my brother establish a bold brand that could be taken seriously. My brother felt just as strongly that he wanted a pig with wings. Guess who won?