After being commissioned receiving the task to create a brand for a new truck service, we had a clear goal — to shape the image of an open, sincere partner who keeps its promises. The name is composed of two words — “Haul” (truck) and “Fer” (Latin: to carry). However, their combination — Haulfer — has a special meaning. It is a name meaning “ruler,” “a good man,” “an influential person.” With a strong masculine connotation and a Germanic tone, it gives the brand additional weight. This is reinforced by the main accent of the logo — a speed motif encoded in the extended letters. The solid gray color chosen for the logo hints at metal, precision, and cleanliness.