Client
Katie Nix
Industry
Taxi & NEMT
Location
Fredericksburg, VA
Clientele
Medicaid and Medicare Members
3rd Party Brokers for Medicaid and Medicare
Vibe
Modern, Clean, Tech
Role
Logo Design
Top Notch Transportation is an up-and-coming Non-Emergency Medical Transportation Company operating in VA. The use of a clean and modern logo helps communicate to brokers, who they need to land contracts with first, that Top Notch is a serious, established company. Investing in logo and branding design helps to set Top Notch apart from the many, many other companies opening in Virginia and across the country in NEMT.
Logo Inspiration
The use of "Top Notch" in a literal sense for a logo felt outdated. So instead I looked for visual inspiration, with the use of "T" and "N" (TNT felt too aggressive for a medical/health care company) as a monogram instead. I really wanted to incorporate a fun palette and the use of gradients.
Design Process
Sketching and refining process. Some sketches did not translate well into the digital world and were left behind.
Design Process
Refining look and testing different colors within each design. The rainbow color way on the left felt very friendly and accepting. On the right, the red and green palette felt more like it would be attached to a go-kart business or car modifications shop, whereas the paler palette felt too subdued, almost "icy".
The letter T, pointing
out like an arrow.
Comforting and progressive colorway.
Reminiscent of being in a "safe" zone on a gauge.
The letter N, which creates an appearance of a seatbelt or dash gauge.
Decision Process
This logo was chosen over the other designs for many reasons, but mostly because it most aligned with the goals and language of Top Notch Transportation. The other design felt more like a book or communications brand design when executed. The flat version of this one also translate in real life uses very well.
LET'S
WORK
TOGETHER
It's time to take your brand to the next level.
