something is loading...
Forgot to add alt image text

Trimac Rebranding Project

Working with Antoine Fougere and Denise Coutts, we were tasked with developing new branding for Trimac along with creating samples in the new branding style. This was completed over a three-month period, where we got together with the client and worked towards creating deliverables that were not only new but, more importantly, can be easily used by all employees across different mediums.

The Objective

Our aim is to bring the brand of Trimac up to date. We want to take the existing stories behind Trimac and inject energy and vibrancy into the brand.

Our deliverables were:

  • Four-page Brochures
  • Web Banner Ads
  • Rebranding and New Brand Guidelines
Open Brand Guidelines PDF

Full Overview

This overview is an indepth case study into this project. It covers my role in the project along with insight into the brand guidelines.

About The Client

Trimac is a logistics and transportation company started in 1945 by W. McCaig and Al Cameron in Moose Jaw Saskatchewan. Their head office now resides in Calgary Alberta and along with over 140 branches, they provide numerous trucking and logistical services in Canada and the USA. The company consists of 3,400 employees with 2,200 tractors and 5,000 trailers. They focus on delivering a wide variety of bulk products from their clients across North America, with examples like chemicals, food products, and petroleum.

image thing

My Role in The Group

For this Trimac project:

  • To analyze Trimac's current branding, its competitors, and any other brand styling they aim to become.
  • Design a new logo that captures the history of Trimac and the industry they serve.
  • Create new guidelines (old one to the left) that ensures the new branding can be recreated for any project, by anyone in the company.

As the team lead:

  • Scheduling the team deadlines and meetings.
  • Moderating meetings.
  • Creating and posting agendas.
  • Contact the client and providing updates when needed
image thing

Problems with Their Current Branding

  • Dated branding lacks distinction from its competitors.
  • Little guidance to help ensure a project styling is in line with Trimac's branding.
  • Lacks modern considerations like how to use assets for digital.
  • Current branding restricts creativity due to how the old brand guidelines are explained.

The Process

  • Programs used: Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Clockify, Microsoft Teams, Invision Freeboard.
  • Used Invision Freeboard to take in insperation from across industries and layout ideas into one place.
  • Sketch logo (images below) and styling ideas then ideating on desgins after feedback from the team and client.
Forgot to add alt image text
Forgot to add alt image text
Forgot to add alt image text
Forgot to add alt image text

The New Logo

  • Inspired by the rolling shutter effect from cameras to create movement.
  • Overall shape of the logo creates an arrow showcasing Trimac's progressiveness in its innovations.
Forgot to add alt image text
Forgot to add alt image text
Forgot to add alt image text
Forgot to add alt image text

The New Colours

  • Colours emphasize a bold energetic identity.
  • They can be used in any combination with any of them acting as a primary colour.
  • The secondary colours complement the main colours and add more diversity in colour selection for any project.
Forgot to add alt image text
Forgot to add alt image text
Forgot to add alt image text

Font Pairings

  • Started with Timonium for the logo and headline then paired with Balto for flexibility.
  • Both font families stem from a single type designer, ensuring a consistant overall shape while having different flavors
Forgot to add alt image text
Forgot to add alt image text

Elements for Styling

  • Derived from the angle found in the Timonium italics found in the logo.
  • Constant angle for graphic elements help enforce branding.
  • These graphics are a simple way to incorporate the new branding style into any project.
image thing
Forgot to add alt image text
Forgot to add alt image text
Forgot to add alt image text

Photography Guidance

  • Looked into addressing is how an employee at Trimac should create or find the photos that will be used in any project.
  • created a simple chart with examples of what to do and not to do
Forgot to add alt image text
Forgot to add alt image text
Back to Top