STEVEN LEONTI    

INFO 

GRAPHIC DESIGNER 

ClientMove Northwest

Year2024

Logo design
Brand identity

Founded in 1903, Bekins Northwest had built a legacy of professionalism and reliability over 120 years. The decision to rebrand as Move Northwest was a strategic shift aimed at positioning the company as a forward-thinking, locally rooted, and service-driven leader in the Pacific Northwest.

While the company would be moving away from the Bekins brand, they asked Electric Pen to maintain the most basic elements of the old brand: the color green and mountain imagery. Supporting this, a competitor analysis guided a visual identity that would stand out among an industry oversaturated with reds, blues, and cliched truck and roadway imagery. A color palette rooted in greens was resonant of the lush Pacific Northwest and tied in with a logo that kept the jagged mountains of the Cascades front and center. 

To make the brand even more identifable, the new logo made prominent an “M” monogram to ensure it is recognizable at all sizes, whether printed on a moving box or barrelling down the highway on the side of a truck.


Move Northwest sought a refresh that would bring new life to their moving company and speak to the decades of history and experience they’d established in the Pacific Northwest under the Bekins name.
 




Ultimately, the company ownership opted for a logo that emphasized a monogram and mountain imagery in a bolder, more direct manner. They also asked for a tagline that communicated the breadth of all that they move. I added a cursive “yes!” to this to reduce the over-polished corporate feel of the branding and make it more approachable and personable.


Move Northwest chose a secondary concept, emphasizing a more recognizable monogram and bolder mountain interpretation.






PROJECTS: 1MOVE NORTHWEST 2ISLAND TIME 3STUDY HALL 4MICROSOFT 5GUTSY 6AYUSH 7UMAMI 8NOTHERWORLD 9ILLUSTRATION 10PEPPER KING. ALL PROJECTS.