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New Logo and Identity for Cheetah by Moving Brands
 

before

after

Noted Jul. 15, 2019 by Armin

Industry / Logistics Tags /

About

(Est. 2016) “Cheetah is the leading e-commerce solution for Small-Medium Business supplies, a $1T market in the US alone. Cheetah offers business owners a simple, affordable and fast solution for the procurement of their daily supplies. With Cheetah, business owners can reduce the time it takes to manage inventory from 2 hours to 5 minutes per day, lower waste and increase cash flow. With its colorful fleet of temp-controlled delivery vehicles, Cheetah is delivering supplies to thousands of small business locations daily. Cheetah has offices in San Francisco and Tel Aviv.”

Design by

Moving Brands

Related links

Moving Brands project page

Relevant quote
The Cheetah team sought an identity that was an eye-catching antithesis of their competitors and a cheery beacon of relief to their hardworking customers.

The wordmark at the heart of the new identity system brings the traits of the company's feline namesake to life. A 'mini-cheetah’ mark offers a playful solution to the space limitations of app icon design, while the tail element can be used on its own to add personality and wit—a cheeky addition to the assets available in the wider system.

Cheetah wanted to deviate from the norm and to communicate with busy small business owners in a new way: friendly and direct. Knowing that English may not be the owner's mother tongue, illustration offered a uniquely expressive way to signal the nature and value of its seamless service. The paper-cut, graphic approach set the bold tone for a library of elements to communicate with clarity and ease.

Moving Brands project page

Images (opinion after)
New Logo and Identity for Cheetah by Moving Brands
Logo.
Logo animation from full version to shorthand.
New Logo and Identity for Cheetah by Moving Brands
App icon.
New Logo and Identity for Cheetah by Moving Brands
Tail element.
New Logo and Identity for Cheetah by Moving Brands
Uniform.
New Logo and Identity for Cheetah by Moving Brands
Illustrations.
New Logo and Identity for Cheetah by Moving Brands
Messaging.
New Logo and Identity for Cheetah by Moving Brands
App screens.
New Logo and Identity for Cheetah by Moving Brands
New Logo and Identity for Cheetah by Moving Brands
Wild postings (is the new tote).
New Logo and Identity for Cheetah by Moving Brands
Livery.
Opinion

The old logo was super lame but at the very least it communicated that something big, requiring a truck, got delivered — the word “restaurant” hinted at what that something could possibly be and the name implied it got done quickly. The new logo… yeah… it’s a cheetah made out of the word “cheetah” and unless it’s a learning book for toddlers I am not sure it’s something you would want to do in other contexts. I mean, I applaud the no-fucks-given decision to do this but it is super weird, man. I think what kills it for me is the little feet in the “h”s, mostly because whenever I have worked with a client that doesn’t know design terminology and you explain serifs you call them “little feet” so there is something very entry-level about this that’s off-putting. But based on the description on the project page, the Cheetah folks are some fun, free-spirited people and they dig this, so go forth! The food illustrations are good but have nothing to do with the logo, not only stylistically but in the applications there is nothing that brings them together convincingly — they just happen to be in the same place at the same time. Perhaps the livery image starts to get at some kind of interesting relationship but even then it’s impossible to know what Cheetah is or does. Still, gotta commend that the logo has overt quirkiness and personality at a time where few companies want that.

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Logo Before & After
Sample Application

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