Services
Brand Identity Design
- Brand Logo
- Brand Stationary
Load Dial is a transportation startup aiming to become the “Uber for Packaging and Logistics.”
The founder wanted to rebrand the existing identity to match the ambition of the app and the investment riding on it.
A simple name with a big promise and a visual challenge that refused to behave.
The Deal
Rebrand an existing logistics-tech startup with a clearer, sharper identity.
Create a logo that communicates location-based logistics without falling into the generic “box” trap.
Maintain the simplicity of the name but elevate its meaning without losing functional clarity.
The Dope Process
Finding the Core Idea
For a name that sounded straightforward, Load Dial had layers of personality hiding in plain sight.
The client was firm: no boxes.
And naturally, every idea I sketched leaned right back toward… boxes.
Because the universe has a sense of humour.
But simplifying the name unlocked what we were missing.
Load → weight → packages
Dial → ease, calling, signalling
And the app’s entire model depended on location-based search.
That led to the universal symbol of movement and place - the map marker pin.
Building the Brand Logo
The marker pin became the canvas. Inside it, I combined the very elements we were asked to avoid and yet couldn’t escape.
So we showed it differently.
Stacked parcels, seen from just the right angle, created a clean geometric 'L'.
Signal waves completed the opposite arm to form a subtle 'D'.
A tidy little monogram hiding in a map pin - no drama, just quiet satisfaction.
The typography followed the same duality.
A bold style for Load, a lighter style for Dial - both reflecting their functional roles.
The double D treatment made the theme unmistakable: one D carries weight, the other communicates.
Extending the Identity
The marker pin travelled across the rest of the identity.
Business cards used actual map locations of the Indian offices, grounding the design in real-world usage.
The final system felt cohesive, efficient, and surprisingly playful for a logistics brand.
And yes. I still got to use a box.
Just not in the way anyone expected.
The Dope Impact
The rebrand transformed LoadDial from a startup with a generic look into a lean, clear and confident identity with a purpose.
The new visual language made the app’s value instantly understandable - location, movement and ease - all without shouting for attention.
