ARA HAULING.

Brief

I was approached by ARA, a truck hauling broker specializing in construction and excavation, to refresh their logo. ARA operates in a B2B environment, valuing dependability, strength, and stability. With the goal of modernizing their logo for use on invoices, email signatures, and both print and digital materials, I presented five concepts. After refining the designs, we finalized the logo you see today. The new mark retains the familiar color palette from their previous identity while incorporating updated vehicle symbols, a key identifier of their business. The bold, industrial typeface conveys the strength and cutting-edge machinery that defines ARA's work.