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A freight brokerage built for speed and integrity.
From the onset, this brand had to embody speed and momentum. The original concept worked, but the mark lacked distinction. The execution needed precision and purpose.
Our goal was to refine that concept into a system the brand could truly own and build upon. What began as a logo refresh evolved into a complete visual and verbal identity. A brand built to move freight faster, fairer, and with integrity.
Choose Cheetah aims to rebuild trust in freight. Not just through their technology and operations but also with a belief that good business should move with both speed and ethics.
Fast Pay. Fair Play. A phrase that reframed the company not just as a broker, but as a force within an industry in which they were eager to change.
We distilled the original concept into a new mark that conveys velocity and focus. The form is fast but grounded, built on clean geometry and a sense of propulsion.
The identity system extends that same energy across every touchpoint. Bold typography and an even bolder palette express confidence and moxie.
What began as a single icon became a unified brand that reflects both the humanity and the momentum of Choose Cheetah. Distinct and ownable.
