High Speed Logistics — logo and brand identity
About the project
High Speed Logistics (HSL) is an international logistics company based in Dubai. The brand had to convey speed, efficiency and technology while setting the company apart from competitors in the industry’s usual blue and red.
Project details
Scope: monogram and logo, brand palette, applications, alternative concept
The HSL monogram
- The letter H is built from vertical lines with a motion-blur effect — a direct visualisation of “High Speed”.
- The same lines recall containers in a port, barcodes on packaging and highway lanes: precision, tracking and road logistics.
- S and L are joined into one smooth line — a metaphor for a seamless route from A to B.
Type and colour
The full name is set in a clean grotesque on three lines, a steady block that balances the dynamic mark. Deep green means a “green light” for cargo, growth and prosperity. Golden yellow signals value and premium service, and in Dubai it also subtly echoes the colour of sand.
What we did
- Monogram and logo, versions for green, yellow, white and black backgrounds.
- Applications: signage, letterhead, business cards, truck livery and boxes.
- An alternative concept in navy and sand.
Alternative concepts
Options we presented to the client alongside the main concept.
Need a brand identity?
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