Simply engaging: Yellow Freight’s brand identity

For more than seventy-five years, Yellow Freight Lines has stuck with one of the simplest and most engaging color schemes ever devised. Their trucks and logo are orange, and their logo consists only of the word “Yellow,” with no additional information. When you stop and think about it (we all have), that’s engagement.

Another shipping company, UPS, is currently promoting its corporate color, brown, as its new nickname: Brown. Well, at least for another week or two.