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.