Brand Strategy, Market Research
Illustrator, Photoshop, InDesign
The Current Brand
SPLT’s current logo is a word mark in which the “SP” and the “LT” are on different levels. A location symbol is used for the counter of the “P.” I think the current logo is strong, but I had a few changes in mind to make it even better. I wanted to simplify the new logo to make it work as an app icon on a mobile device and still be visible at a small size (The location marker starts to get lost in the current version when the logo is displayed at a small size).
I started sketching out ideas and concepts based on the company’s values and mission. I wanted a strong professional logo that would display the concept of “providing safe and affordable transportation for all.”