Primary and secondary logos were designed for each division of the company. The word mark is based in the root font Gotham Black Italic. The italic was used to create a sense of movement. The root font was modified with a custom “through-line” to connect all characters and emphasize the forward movement and family connection through the Krapf name.

Neff Associates conducted an in-depth branding process that included intensive research and interviewing, brand re-structuring, logo design for each company division and a website to provide one cohesive, yet unique hub for both School Bus and Transportation.

Our team redesigned and developed the Krapf website for both sides of the business, Krapf School Bus and Krapf Transportation using a two-part fundamental design to emphasize the new brand structure. A key function of the website is geotargeting driver applicants to streamline the application process so different divisions across the region receive qualified, relevant applicants.