PAK N' SHIP
Branding, packaging, brand guidelines,
interior design, app development
Preliminary research revealed that businesses and consumers were unaware of the full scope of service capabilities offered by Pak N’ Ship. Another point of contention was the full company name “Pak N’ Ship Xpress” the word “express” is overused. In the United States alone, over 900 company names employ this word. When customers were asked where do you mail your packages too? The answer was “paknship”, consumers had been shortening the company’s name. The byproduct being the shortened name conveyed a greater sense of speed, convenience, and economy. This was the jump-point that formed the bases of the new identity.
The solution started to take shape when arranging the characters in a monospaced offset, the problem still being the abbreviation gap distorting the balance. The answer revealed itself only by subtracting a full diagonal stoke off the second ascending stem of the “N” letterform, creating an implied abbreviation within the negative space. This also helped separate “Pak” from “Ship” as distinct elements within the design. Introducing this element created a surprise tension point for the viewer, what we call "a smile in the mind", it also emulated an aspect of the now infamous hidden symbol within the FedEx logo.
When searching for a graphic element to perfectly complement and enhance the wordmark our team became fascinated with the US Postal Service postmark pattern, especially the particular section with four thick horizontal bars which cancel a stamp, known as "killer bars". Expanding the killer bars into a flowing geometric pattern implied motion, speed, and precision all qualities a logistics firm needs to convey to be successful.
The combination of the wordmark and pattern created a capacity for effective communication which goes beyond the usual parameters of graphics and rises above the noise to become a signal.