A semi-truck trailer with a bold, orange and black graphic design on its side is parked inside a loading dock area. The background includes a high ceiling with black metal slats and a large open window showing blue sky and white clouds.

Choose Cheetah

CLIENT

Brand Strategy
Brand Identity
Logo Design
Print Collateral
Digital Assets

SCOPE

Brand Identity
Logo Refresh
Website

Print Collateral
Digital Assets

CREDITS

Strategy | Jon Kankam
Design | Katie Kankam

Print Collateral
Digital Assets

A freight brokerage built for speed and integrity.

Choose Cheetah. A freight broker with a simple belief: moving fast and doing things right, shouldn’t be mutually exclusive. We built the brand around that idea, turning “Fast Pay. Fair Play.” into more than a tagline. It became the attitude behind the entire identity.

The cheetah was already part of the story, but we gave it a more distinctive point of view. Surrounding it with a visual language that brings some personality to an industry that can feel pretty buttoned up.

Across every touchpoint, the system comes together to tell the same story: freight can move quickly without losing the people behind it.

Four quadrants featuring a stylized racing car logo, each with different color backgrounds of black, gray, orange, and red.
Four quadrants featuring a stylized racing car logo, each with different color backgrounds of black, gray, orange, and red.
A black speaker on an orange surface with a logo, next to a blurred image of a young boy wearing a cap, smiling, with a reddish logo overlay.
A black speaker on an orange surface with a logo, next to a blurred image of a young boy wearing a cap, smiling, with a reddish logo overlay.
Business card with black and gray background, featuring red and black logos and contact information for Kosh Khan from Choose Cheetah in Dallas, Texas.
Business card with black and gray background, featuring red and black logos and contact information for Kosh Khan from Choose Cheetah in Dallas, Texas.
Color palette chart with color names, hex codes, RGB, CMYK, and PMS values for orange, black, gradient, gray, light gray, and beige colors, with a gradient background transitioning from orange to gray.
Color palette chart with color names, hex codes, RGB, CMYK, and PMS values for orange, black, gradient, gray, light gray, and beige colors, with a gradient background transitioning from orange to gray.
A graphic design layout showing different fonts and styles of the letter 'A' and 'a', with text describing font characteristics such as 'Fraktion Mono' in orange and red colors on a light background.
A graphic design layout showing different fonts and styles of the letter 'A' and 'a', with text describing font characteristics such as 'Fraktion Mono' in orange and red colors on a light background.
Large presentation screen displaying the words "FAST PAY FAIR PLAY" with a logo of a running shoe on the top left, in a conference setting with audience members standing and walking on stage.
Large presentation screen displaying the words "FAST PAY FAIR PLAY" with a logo of a running shoe on the top left, in a conference setting with audience members standing and walking on stage.
Collection of digital icons related to logistics and technology, including a cube, truck, shopping bag, container, and various arrows, set against a black background with orange gradient outlines.
Collection of digital icons related to logistics and technology, including a cube, truck, shopping bag, container, and various arrows, set against a black background with orange gradient outlines.
An advertisement poster for Choose Cheetah features the company's logo and a photo of a moving truck on a road. The poster highlights fast, fair, and transparent freight services, with the website chossecheetah.com at the bottom.
An advertisement poster for Choose Cheetah features the company's logo and a photo of a moving truck on a road. The poster highlights fast, fair, and transparent freight services, with the website chossecheetah.com at the bottom.
Sports team logo with stylized orange and black design.
Sports team logo with stylized orange and black design.
Text reading "FAST PAY FAIR PLAY" over a background with diagonal orange and beige streaks.
Close-up of a black and orange checkout screen with the text 'CHOOSE CHEETAH' and options for fast pay, fair play, and pay faster.
Close-up of a stack of orange business cards with black text and a logo on a bright orange background with shadows.
Close-up of a stack of orange business cards with black text and a logo on a bright orange background with shadows.

Next project →

← Selected Work