jkl freight lines logo mockup

Bringing Childhood Heroes to Life – JKL Freight Lines Logo

Company Name: JKL Freight Lines

About the Company

A transportation freight provider, JKL is a truckload shipping company that covers both inter-regional and national areas.

Project Brief

JKL wanted a text only logo, one that paid tribute to their childhood heroes QFM.  The team at JKL wanted something that was easy to decipher, yet a visual representation that left their potential and existing customers feel amazed.
They had a preference for a luxurious gold logo.
The process
Like all our logo consultations, we start by giving our clients a logo brief questionnaire to fill out. Based on the answers in the questionnaire, we design three logos/logo concepts for the company to choose from.

The three logo concepts presented to JKL were:


A wordmark logo, the one has been created as a word mark logo. The icon represents the core services of JKL and the multiple ways that they can connect, transport, move freight.

This logo is a tribute to this company’s childhood heroes: QFM.

The font used (serif fonts) was chosen to add a bit of style to the logo.


This concept was designed based on items packed in together for transport or storage. Not only symbolic but the circular dots can also simply be recognised as the wheels on a large truck.  An extra blue-grey colour was introduced in the colour palette as a stabilising colour; portraying dependability and professionalism in all aspects of the company’s dealings. The shade of gold used in concept 2 is slightly lighter than the one used in concept 1.


A different approach, concept 3 is designed to be an all-in-one logo.
With letters inside the icon always being used together. The concept was the front end of a large truck with a JKL insignia on the badge. The concept could also be interpreted as JKL ‘moving quickly’ with the swooshes being movement lines.

The Result

JKL decided to go with concept one. A wordmark logo, concept one was a tribute to their inspiration and childhood heroes QFM.

Their preference was something that was luxurious and gold, with golden colours come limitations in printing. Therefore, it is important to note that metallic colours cannot be printed by regular printers. If you want a true gold look you either need to print with special metallic inks or use a gold foil printing method.

Posted in Musings.

Lauren Atkinson

View posts by Lauren Atkinson

Brisbane based graphic designer aiming to help businesses find their unique visual identity. Specialising in logo design