Identity of Truck Norris, the German startup
TRUCK NORRIS is a German startup that develops security systems for trucks. The system monitors condition of the cargo and the vehicle itself, and if someone tries to rob the vehicle or drain fuel, it informs both the driver and the dispatcher, and turns on the alarm. The company history begins in the fall of 2019, when the first fully working prototype of the device appeared. Now, TRUCK NORRIS has almost obtained a patent, and its developing technologies are supported by one of the largest car fleets in Germany, Krause Logistics.
We needed to create a logo and style suitable for a progressive European startup. Their product is new in the industry – the TRUCK NORRIS system differs significantly from what competitors offer. Therefore, it was crucial to define the essence of the product as clearly and simply as possible, and at the same time, to convey the character of the brand – a brave and confident hero, a defender.
First letters of the name form an outline similar to the back of a truck: a rectangular body and two wheels under it. The letter N (Norris) in the foreground looks as if it protects the T (Truck) hiding behind it.
First letters of the name form an outline similar to the back of a truck: a rectangular body and two wheels under it. The letter N (Norris) in the foreground looks as if it protects the T (Truck) hiding behind it.
It's no coincidence that the brand name is so similar to the name of the invincible Chuck Norris. In addition to the wordplay emphasizing that the company is young, creative and able to think outside the box, there is another meaning behind it. Referring to the image of Chuck Norris (and all the folklore associated with him), it seems as though the brand declares: We are brave, we are reliable, we are invincible, like Chuck himself.
We deliberately decided not to draw a hero character – the seriousness was to be conveyed in the style, in the font, in the colors and plasticity of the logo. It is the hand-drawn lettering that reveals the balance between the seriousness of the business environment and the figurative 'Kiai!' with which TRUCK NORRIS defeats villains.
Logistics service market is growing every day, the traffic volume is increasing, just like the number of thefts or attempts to steal. TRUCK NORRIS helps to make this field safer for businesses. The new style allows the brand to be heard, attract attention and generate real value. Moreover, the well-chosen image of the company played an important role in signing a contract with DHL and receiving substantial funding.
truck-norris.de
truck-norris.de
The project was prepared on request of Elje Group, the international group of creative companies.
