Design DNA
A brand's design DNA is a foundational blueprint that defines its core visual and conceptual identity. It ensures consistency across all aspects of the brand's design, including the symbol, logotype, color palette, typography, imagery and graphic elements.
By establishing a clear design DNA, our brand can maintain a strong, recognizable presence and effectively communicate its unique story, ethos and personality to customers and employees.
Language of the road
International has a deep connection with North America's roads. With over 100 years of history, the International name is deeply rooted in the trucking and transport industries. Our new visual identity builds on this rich legacy and revitalizes the International brand.
Our toolbox consists of elements inspired by the same visual DNA, which we call the Language of the Road.
Every brand element ties back to this visual DNA, from the symbol with a center space visualizing a road, custom typeface inspired by road signs, and iconography reflecting road junctions, to a color palette drawn from North American landscapes.
The Language of the Road design DNA creates a cohesive design language that ties the entire visual identity together.
Our design DNA
Our design DNA is both functional and resonant. It guides the brand with clarity, builds visual consistency and recognition, and engages audiences with impactful, adaptive design.
usage inspiration
These examples should be used as inspiration, informing both employees and partner agencies how to use the brand identity. While these images show best practice, they may not accurately represent how specific applications look in reality.
