INAMO development of shield logo:
I chose to design a shield shape for the logo as not only do i know it works with UPS and many other good logos. A few of the american sports team logos were featuring a shield and so i thought its a good way to represent a few major traits of the company such as safety and teamwork.
What I like about this chosen logo is that its also a box corner which creates a link to suggest this company handles boxes, which a courier company surely will. I altered the shape of the shield making it look less like the shield and more like the box, but still keeping a shield shape.
I experimented a few ideas with this shield design and began to like the look of it, when I began to incorporate the shield into the type i noticed that it also works as a letterform. The most obvious letterform that this shape could imitate is clearly the ‘A’, however it also slightly works with being used as an ‘M’ aswell.
I think the strike through lines that go through this logo make it seem alot more like an american sports logo, as I intended, and I like it with these lines as it brings the logo that extra bit of detail. I also felt like these lines added to the fact that it would be a speedy delivery from couriers. As the gradient fade through makes it seem like its speeding slightly. However I needed to simplify down the logo, and removing these strikes did just that.