Table of Contents

Company Overview
Design Goals
Refine the Logomark
Choose Better Typography
Choose Colors
Submission Deliverables
Brand Form Factors
Color Scheme
Typeface
After the Award

Company Overview
The Green Transportation Group (greentransportationgroup.com) provides zero-emission
and eco-sustainable freight transportation solutions. This includes:

- operating a fleet of electric and hydrogen-powered delivery vehicles,

- building out charging infrastructure and distribution points throughout major freight
corridors, and
- providing thought leadership and expert advisory services to companies needing to
improve their Environmental, social, and governance (ESG) eEorts.

The company’s current logo:

Design Goals
The objective of this contest is to explore the following design questions relating to our
existing branding:

Refine the Logomark

I'm interested in exploring whether small changes to the logomark (the truck portion of the
logo) can help reduce the imbalance/conflict between the

(a) smooth, soft curvy lines of the leaf, front face of the truck and wheel and
(b) the hard lines and angles representing the trailer.

It may, in fact be the case that the logo looks best with this diEerentiation, but I think it's
worth exploring any potential refinements you think would be best.

The other problem we have had with the current design is how wide the truck is compared
to its height. This has made it diEicult to setup a horizontal version of the logo (as described
below).

Choose Better Typography

Given the length of the company name, ('Green Transportation Group' is 26 chars),
selecting a solid typeface for the logotype is important. The font should better complement
the logomark portion of the brand and help fix the following problems we have faced:

Layout
The other important consideration is that we need to design a way to have the brand look
decent if its setup in a horizontal configuration versus stacked in the example contained in
this document. We ran into problems getting a horizontal setup to look good given issues
with the length of the company name.

Di*erent Word Lengths

It’s not just the overall length of the company name:

- the longest word (14 char) is in the middle of the name,

- the most important word of the name, ‘green’ is the same length as the least
important word ‘group’

Green
Green Transportation Green
Transportation
Group Transportation Group
Group

Dropping ‘Group’ from the logo may be an option if we’re able to show that it fixes the
problem.
Choose Colors
We would like you to select a primary color for the logo from Pantone’s library of swatches
as well as a color palette that complements the primary color (similar to the guide here).
An example is below:

(note: do not waste time making a set of swatches like that, you can just show the colors in your mockups)

Submission Deliverables
We are looking for your submission to contain the following:

Brand Form Factors

Stacked vertical

Horizontal

Page Tag

Note: for the page tag – you can use GTG instead of the full
company name
Color Scheme
Primary Color

Secondary

Etc…
Typeface
We would want information on the:

- font you selected for the logo

- web fonts you would recommend that would complement the logo (headline, intro,
subheadline, body)
- print fonts you would recommend that would complement the logo (headline, intro,
subheadline, body)

It would be a bonus if you did a mockup of the logo alongside text with your selected fonts.

After the Award

After the award, we are planning to hire the winner to:

- help define exact font sizes and weights for web and print
- letterhead template
- business card template
- powerpoint template
- email signature