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A freight brokerage built for speed and integrity.
Choose Cheetah began with a simple but powerful idea: a cheetah in motion. The concept captured the spirit of speed, yet the original mark lacked distinction. It needed authorship, precision, and purpose.
Our role was to refine that spark into a system the brand could truly own. What began as a logo refresh evolved into a complete visual and verbal identity. A brand built to move freight faster, fairer, and with integrity.
Choose Cheetah exists to rebuild trust in freight. Behind the technology and operations is a belief that good business should move with both speed and ethics.
We defined three values to steer the brand:
Speed for instant payments and efficient logistics.
Transparency through clear, honest communication.
Integrity built on respect for carriers, clients, and the road itself.
From these values came the brand promise: Fast Pay. Fair Play. A rallying cry that reframed the company not just as a broker, but as a force for balance in an industry built on motion.
We distilled the original concept into a new mark that conveys velocity, precision, and focus. The form is fast but grounded, built on clean geometry and a sense of forward thrust.
The identity system extends that same energy across every touchpoint. Bold typography, a kinetic gradient, and a palette of high-visibility orange and industrial gray express confidence without aggression. Speed with purpose.
What started as a single icon became a unified brand that reflects both the humanity and the momentum of Choose Cheetah. Distinct, ownable, and trademark ready.
A visual language that moves freight and the industry forward.
