01
Understanding the Product
Fleet360 is an internal Southern Company product designed to bring fleet operations, information, and resources into one connected experience. When I was brought into the project, the team needed a visual identity that could represent the product across both the application itself and supporting communications. Because Fleet360 lives within a larger ecosystem of Southern Company tools, the identity needed to feel distinct enough to stand on its own while still feeling at home within the organization.
02
Finding the Right Direction
Early concepts explored the idea of 360-degree visibility through circular forms, with the letter F integrated into the mark. As the direction developed, stakeholder feedback introduced another important consideration: fleet users were already familiar with vehicle imagery, particularly the bucket truck as a recognizable symbol of the work. I explored ways to bring those ideas together without making the identity overly literal. Ultimately, the "Continuum" concept emerged as the strongest direction, offering a simple, recognizable identity that could translate effectively across digital applications.
03
Refining the Identity
The final direction simplified those ideas into a more unified symbol, combining the Fleet360 name with a recognizable visual language that could work at multiple scales. From there, I refined the proportions, spacing, stroke relationships, and interior negative space to make sure the mark remained clear whether it appeared as a full logo or a small application icon. I also developed a flexible set of approved variations for different backgrounds and use cases, giving the identity enough range to work consistently across digital and print applications.
04
Putting Fleet360 to Work
Once the identity was established, I began applying it across the places where users would actually encounter Fleet360. That included its presence within the digital product as well as supporting materials created around the platform. Seeing the identity move from early concepts into a working product system was an important part of the project. The final result gives Fleet360 its own recognizable presence while remaining connected to the broader Southern Company ecosystem.
Role: Graphic Designer / Brand Designer
Client: Southern Company
Tools: Figma, Illustrator, Photoshop
Year: 2026
Project Type: Product Branding, Visual Identity, Logo Design
Client: Southern Company
Tools: Figma, Illustrator, Photoshop
Year: 2026
Project Type: Product Branding, Visual Identity, Logo Design
