Fresh Digital
Brand concepts
Three new directions, all built around Blake's cab-over tanker rather than a flat geometric mark. One is a detailed illustrated lockup, one is a friendly cartoon mascot, and one is a classic trucking badge. These are concepts for review, not a finished lockup.
ABDA runs two tankers, 18,000 L and 19,000 L, across Bendigo and the surrounding area. The same thinking can be carried across to Abda Earthmovers, the earth moving division run by Mark Skate, if you want the two businesses to feel like one family.
Mitchell preferred Concept 01, Rig. Variations of that illustrated lockup sit at the top of this board, with the original three concepts underneath.
Preferred direction
Same realistic illustrated style and blue palette. Variations 01 to 04 are based on a cab-over tanker, with the number plate and manufacturer badges taken off. Variation 05 is the Drop horizontal lockup redrawn with Blake's twin-steer conventional tanker: a long-nose rigid with the tank on the chassis.
Variation 01
The ABDA wordmark sits on the left, with Blake's cab-over and tanker to the right, facing the type. A clean banner lockup built for a website header, a letterhead or a Facebook cover.
On a white card
Variation 02
The truck itself is the logo. ABDA and WATER DELIVERY are signwritten large on the stainless tanker, with BENDIGO on the cab door, in a true side profile so the lettering reads clearly.
On a white card
Variation 03
The tanker emerges from a large water drop, with a splash around the base and the wordmark stacked underneath. A distinctive emblem for a website, a work shirt or a social avatar.
On a white card
Variation 04
The water-drop emblem sits on the left, with ABDA, WATER DELIVERY and BENDIGO stacked to the right. A clean horizontal lockup for a website header, a letterhead or an email signature.
Reverse on navy
Variation 05
The same horizontal lockup as Variation 04, with Blake's all-white conventional twin-steer tanker in the drop. Long bonnet, two front steer axles, and a white tank mounted on the chassis, not a cab-over prime mover with a trailer.
Reverse on navy
The original three
The three directions first presented: the illustrated Rig lockup, the cartoon Mascot, and the chrome-ringed Badge.
Concept 01
A detailed illustration of Blake's Kenworth-style cab-over and stainless tanker, with a water splash and a bold ABDA wordmark. Built to feel like a premium trucking company, ready for a website, a work shirt or a door sign.
Stacked lockup
Horizontal lockup
On a white card
Concept 02
A friendly cartoon of the same rig, with a face in the windscreen, a bold outline and chunky sticker lettering. Warm, local and easy to recognise on a cab door, a social post or a work shirt, without losing the truck.
Concept 03
A classic transport emblem: the tanker sits inside a chrome-ringed badge, with BENDIGO VIC on the ring and ABDA WATER DELIVERY on the ribbon. The mark that looks at home on a cab door, a cap or a work shirt.
