Kauffman Logistics
A Bold Logo that Drives Demand and Brand Pride
People just love the logo. They ask for hats and shirts all the time. It is the combo of the truck and the hazmat placard that really did it [connects with people].
Chris Kauffman
Goal: Capture Decades of Reliability and Expertise in One Powerful Logo
Kauffman Logistics came to us with a distinct symbol of their brand: their meticulously cared-for trucks.
These trucks are kept spotless and impeccably maintained, reflecting their pride in their work and their commitment to reliability and exceptional service.
Every detail, from their polished exteriors to regular maintenance, embodies Kauffman’s dedication to quality.
When it came to creating a logo that would represent the extension of the Kauffman brand, it needed to reflect their commitment to logistics and hazardous materials expertise, as well as their reliability and service.
An Expansion of Service, A Continuation of Reliability
Our client, Kauffman Logistics, is an offshoot of Kauffman Gas, a family-owned propane delivery service based in southeastern Pennsylvania.
Kauffman Gas has built a reputation for reliable home propane delivery through a well-maintained fleet of trucks and tankers that keep clients warm all winter long.
However, this equipment went mostly unused in the summer months.
They saw a new opportunity: to use their reliable fleet to provide specialized logistics services in the summer.
So, they formed Kauffman Logistics.
Their value proposition is that they can do the various seasonal logistics work needed and have deep expertise in handling hazardous materials.
This specialization became the core of their brand message and our design challenge.
Step 1: Shaping a Design Around Kauffman’s Fleet and Safety Standards
In our initial conversations, the Kauffman team expressed the importance of incorporating the truck as a focal point.
This wasn’t just a generic vehicle; it was a distinct and valued asset that drivers and staff alike were proud of.
They also highlighted the importance of the hazardous materials placard—an essential feature on all trucks carrying such materials and a strong symbol of their brand’s expertise and safety focus.
Step 2: Designing Truck Details with Precision
We then began sketching with the truck as our focal point, guided by the Kauffman team’s input.
They provided essential details to ensure accuracy in the design.
We offered different options for the rearview mirrors, adjusted the windshield shape, and refined the headlights.
These thoughtful changes ensured we captured their trucks spot on, but also reflected Kauffman’s commitment to quality and safety.
Step 3: Bringing it All Together
We combined the finalized truck design with the red hazardous materials placard, creating a cohesive logo.
The bold typeface, pulled from the established Kauffman Gas branding, ensured visual consistency across the family of companies.
The Results:
This final design is a source of pride for Kauffman’s team. It symbolizes their dedication and focused expertise while visually differentiating them in a competitive market.
With the launch of the new Kauffman Logistics logo, we created a dedicated website. If you want to see how we carried this brand design throughout, visit the site.