when I first met with Eagle lines
this was their logo…
but what they really wanted was
to be seen as one
of the top movers
in Boston
to appeal to their main clientele (the women of the household)
highlight the luxury experience they provide (on time, respectful, prepared)
the problem with that was
those two things weren’t
quite matching up
The current branding really wasn’t speaking to any of those goals. It’s patriotic, tough and a little unfriendly and outdated. There’s no feeling of luxury, sense of place, or appeal to the people they were working with most.
BUT it was important to the owner thatwe still conveyed some of the original themeslike toughness, agility, reliability.
So with the new branding
I wanted to make sure it felt more approachable, a little softer, spoke to some of the more emotional aspects of moving and incorporated a better sense of place
emotional
sense of place
approachable
reliable
strong
agile
professional
I went with a typeface that still felt strong but more inviting, the logo mark still gives us that sense of toughness and agility but without being so harsh. The brand pattern feels very upscale while the photography style and colors bring in that emotion and help give us that historic Boston feel.
