When I started back in February 2024 I was tasked with rebranding the Upper River Services logo. In addition, creating a logo to commemorate and celebrate their 40 year anniversary as a company. The logo was in need of a facelift and needed to kick off their 40 years operating with a clean and consistent logo to last. I was excited and tracked down every version and picture I could find to research the history of the company its employees and logo design catalog. 

The new logo created very much so stuck to the original design but its details changed for the better. Here’s the breakdown first I changed the font at the bottom to be bolder and easier to read. Second I changed the boat and barge silhouettes to be a more realistic depiction of a boat pushing two barges down the river. The pilot house I based off one of Upper River’s newest boats named the “Mendota.” Lastly to invoke a little motion I took the line that forms the “lip” and made it extend past the edge of the silhouette as a way to force a perspective that the silhouette is a forward moving boat pushing 2 barges.