Project: Top Dawg Delivery and Logistics

Top Dawg Delivery and Logistics is northeast Ohio's premier delivery and logistics company. Their marketing materials, however, did not present them as such. They had identified their corporate colors; orange and brown, but had not yet branded themselves in such a way as to connect with their customers.

Top Dawg excels in customer service, which is something that every one of their competitors would also claim. The goal was to develop a brand that would visually demonstrate this, providing an immediate cue to customers that Top Dawg is reliable, professional and friendly.

Old Top Dawg business card

Initial logo sketches

Fortunately, Top Dawg had one big thing working in their favor -- their name. It immediately conjures up all sorts of positive canine imagery; loyalty, responsibility, friendliness. As we set to work developing a new mark, we focused on this imagery and worked to capture its essence.

Final mark

After pursuing numerous variations on this theme, Saremo and Top Dawg determined that the St. Bernard on the mountain was the perfect imagery to represent all that Top Dawg stands for: reliability, eagerness to serve in times of need, superior customer service. Saremo continued to develop the mark into a symbol that provides an immediate connection to these ideals.

Upon completion of the mark, Saremo applied it to an identity system, including letterhead, business cards, envelopes, uniforms and truck graphics.

Saremo then developed a marketing brochure that profiles the delivery, logistics and warehousing services of Top Dawg. Equally important, the brochure showcases the values of this family-owned business.

The brand mission was then carried out via a new web site. The site utilizes the same imagery and visual identity that was developed throughout the other phases of brand implementation. It features customer-focused components like a secure ordering and tracking system.