Transportes Loro
Logo Design, Visual Identity, Creative Direction
When Ana Marcela Lozano came to me, her family’s transportation and logistics company, Transportes Loro, was facing a critical communication limitation: an outdated, overly complex logo that struggled to scale, especially on large applications like their trucks and signage. Together, we set out to create a new visual identity that was clean, modern, and future-proof—one that could carry the company’s legacy forward with improved visibility, consistency, and professionalism across every touchpoint.
About Logo
From the beginning, it was clear that the logo for Transportes Loro needed to do more than just look good—it had to carry the weight of a family legacy. Founded in 1999 by Fernando Cesar Lozano Rodriguez, the company’s name is drawn from his paternal and maternal surnames, Lozano and Rodriguez—a personal origin that deserved thoughtful expression.
Rather than lean into the literal translation of their namesake ('loro' translates from Spanish to parrot), Ana and I agreed the identity should reflect the companies true character: bold, reliable, and built to last. We explored a logotype-first approach: strong, geometric, and grounded in grit. As a subtle nod to the name’s Spanish meaning, a feather shape carved out the negative space of the 'o's.
The feather motif is further extended into the logo mark, where six angular, feather-like shapes rotate around a central hexagon. The result evokes a rising sun—symbolic of Transloro’s close ties to the energy sector—while preserving a subtle connection to the brand’s name and heritage.
Custom type
To add a distinctive and functional detail to the identity system, I designed a custom numerical typeface, Transloro Sans, derived from the core geometry of the logotype. Each company vehicle is assigned a unique number, and this bespoke numbering system brings consistency, legibility, and brand cohesion to their fleet. It’s a small but meaningful addition, one that reinforces the identity in motion and showcases the company’s attention to both form and function.
