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Hi, I'm working on a new logo for service that we provide called BorderConnect. The service is still in its infancy really as most of the carriers using the service signed-on through our network of contacts and not through general advertising. What we have in terms of a clean design is not horrible-looking (www.borderconnect.com), but it lacks uniqueness and I think it's not really speaking to the target audience. There is no mark either. Needless to say, I want to improve the identity and look of the service as we extend outside the technology enthusiasts.
So what is the service about? Well, the service allows carriers in Canada and the United States to visualize their border activity so that they can react to problems at the border beforehand when shipments are not properly documented or when other problems occur. Traditionally, the exporter/importor/broker knows when there is a problem but the carriers don't, so they often have to go to a customs compound which delays shipments for a few hours. Sometimes they get put into bond (not just for these reasons, but others), which can last days, weeks or months. The software cannot 100% prevent carriers from going into bond or into a compound, but it can reduce it effectively. I want to get this across if I can.
Since BorderConnect records all the border activity for a carrier, it is broker-agnostic. This means that they no longer have to spend time and money making phone calls to brokers to see if their shipments are properly released.
Lastly, BorderConnect can help with audits because sometimes a shipment comes under dispute and if you cannot proof of release the company make take large penalties which basically act as very large financial fines (4 and 5 digits).
I've tried really hard to come up with some ideas to desribe this brand but I'm having trouble. Since the product is for carriers, I want to let them know that. Note that I don't mean drivers because they have no authority to make the purchase. I've found that only operations directors or even the evp/vps/etc. typically sign on to our system, not the dispatcher managers or drivers. So, it needs to appeal to them while also letting them know the service is really meant to help the dispatch personnel and the drivers.
I also want to convey that BorderConnect allows a carrier to basically cross the border more reliably/predictably because they are now empowered to make decisions before the last minute with this real-time information.
I'm finding it hard to convey this brand though. It's hard not to use cliches like arrows which are very, very abused in this industry. I also want to avoid swooshes and the like obviously. I want to make something that is not trendy. I strive to make the mark/type reflect the qualities of the service and the name itself. I like it when logos have a logical purpose to them while being intuitive as well. I'm just not very skilled at doing that.
Here are some versions I have made myself. I'd feel very appreciative if anyone can critique them and help me focus on an idea that actually works. Please be very critical and let me know what you think. I'm just getting frustrated, not being a real designer or anything (just a software programmer).