Halvor Lines Rebrand

Halvor Lines trucking approached Swim to do a rebrand back in 2016. And while their logo was a bit behind the times, their culture was not. Due to employee incentives, wellness programs, overall cleanliness, and friendly service—Halvor is known as the nicest people in trucking.

Their “HL” truck monogram dates back over 20 years, and is well known and respected in the area. We were tasked with cleaning it up, while injecting a fresh perspective for the rest of the brand.

To emphasize the “nice”, the new look is centered around Process Type Foundry’s Scandia Bold—a stark, clean typeface with a friendly roundness. It’s approachability juxtaposes nicely with the industrial aesthetic of the existing colors and elements.