I’ve heard it said that a good logo can be drawn in the sand with a stick. We derive the term brand from the days of marking cattle when a brand mark needed to be distinct and simple in order to remain identifiable after it had been burned into the skin of the cow and allowed to heal.

Still today, a good brand mark must be versatile in it’s reproducibility. It must consider the materials used to communicate it. It’s not about effects or textures or color. First and foremost, it’s about a distinct form and conveyed or embedded meaning.

These marks were developed for a friend of mine. His logistics business is named JEQ & Co. The “Q” is the primary mark to be both hidden and communicated in the form. The concepts convey elements of timing, precision, transportation and destination.