ABOUT THE CLIENT

 

Since 1880, Lake Carriers’ has represented the U.S.-flag Great Lakes fleet, which, today, moves more than 90 million tons of cargo annually. The cargos — including iron ore, limestone, coal, cement, and other dry bulk materials such as salt, sand and grain — are the foundation of American industry, infrastructure, and power.

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THE OUTCOMES

-  Logo Refresh

-  Brand Guidelines

 

 

THE CHALLENGE

Lake Carriers' Association came to us with an outdated logo that they wanted to modernize without sacrificing the story behind the brand. 

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THE SOLUTION

We created a logo that featured a modified anchor, symbolizing the martitime community that LCA lives in. This anchor is featured breaking through the waves of the logo, transforming it to take on the form of a bow of ship. The 5 stars that secure the bottom of the logo are representative of 

the five great lakes of America's heartland, where the LCA ships move cargo. 

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The Identity Suite features a stripe shape and a corner icon reflective of a flag as a nod to the flags that sail on American ships in the maritime industry.