Denim – Freight Payment System Brand Identity

Brand Naming, Strategy & Architecture by Catchword

Denim (formerly Axle Payments) is a financial enablement platform that specialises in freight broker end-to-end automation and intelligent back-office tools that is rapidly disrupting the logistics sector. The new name, Denim, symbolises their mission to help build a stronger supply chain; denim is reliable, essential and universal.

The brand identity is inspired by the name, resulting in a bold and robust aesthetic yet still giving a forward-thinking and modern impression. The 'D' icon includes nested shapes that convey collaboration and support, while the negative space forms an arrow that communicates a forward motion, linking back to the literal movement of goods as well as the progress the company enables.