1,284
drops across Derby in March. Zero litres of diesel.
Brand identity · Derby · 2026
Small bird. Big loads.
The complete identity for Wren Cargo Co., a zero-emission e-cargo bike courier moving parcels, pastries and pallets around Derby. Logo, colour, type, templates and the rules that hold them together.
- Lockups
- 12
- Colours
- 5
- Typefaces
- 3
- Templates
- 7
01 · The idea
A wren is tiny, loud and everywhere.
The wren is one of Britain’s smallest and commonest birds, with a song far bigger than it is. That’s Wren Cargo: four bikes and a loud promise that a city courier doesn’t need a diesel van. The mark folds a cargo wheel into the bird’s body, and its cocked tail is the one flash of Brick, a nod to Derby’s mills.
- 01
Nimble
We fit where vans can’t: pedestrian streets, loading-bay gaps, Cathedral Quarter at 8am. The identity has to fit in small places too.
- 02
Neighbourly
Riders know the shopkeepers by name. We sound like a person, not a parcel network.
- 03
Clean-running
Zero tailpipe, zero fuss. Plain colours, honest type, nothing bolted on for decoration.
02 · Logo system
One bird, three lockups, four colourways.
Use the horizontal lockup by default. Stacked is for square spaces; the mark alone is for avatars, stickers and bike frames.
Minimum sizes
- 24 px / 8 mm
- 56 px / 18 mm
- 16 px / 5 mm
Full colourDefault
ReversedOn Moss
Mono inkSingle-colour print
Mono whiteOn photos & Brick
Please don’t
Don’t stretch or squash
Don’t recolour the bird
Don’t rotate it
Don’t add effects
03 · Colour
Moss and oat do the work. Brick and Signal do the shouting.
- Moss
- HEX
- #1E4636
- RGB
- 30 / 70 / 54
- CMYK
- 78 / 38 / 72 / 42
Primary. Boxes, headers, the wren itself.
- Oat
- HEX
- #F2ECE1
- RGB
- 242 / 236 / 225
- CMYK
- 4 / 6 / 11 / 0
Paper. Our default background, never pure white.
- Ink
- HEX
- #171715
- RGB
- 23 / 23 / 21
- CMYK
- 70 / 62 / 64 / 82
Text and mono applications.
- Brick
- HEX
- #C0502F
- RGB
- 192 / 80 / 47
- CMYK
- 13 / 78 / 89 / 3
Accent. The tail, calls to action, Derby brick.
- Signal
- HEX
- #E4EE6B
- RGB
- 228 / 238 / 107
- CMYK
- 13 / 0 / 70 / 0
Highlight. Hi-vis moments on dark only.
Proportion
Accessible pairings
Contrast ratios are calculated from the HEX values (WCAG 2.2). AA needs 4.5:1 for body text and 3:1 for large text and UI.
| Sample | Text on background | Ratio | Use for |
|---|---|---|---|
| Moss on Oat | 9.00:1 | AAA · any text | |
| Oat on Moss | 9.00:1 | AAA · any text | |
| Ink on Oat | 15.27:1 | AAA · any text | |
| Signal on Moss | 8.44:1 | AAA · any text | |
| Brick on Oat | 4.03:1 | Large text & UI only | |
| Signal on Ink | 14.31:1 | AAA · any text | |
| Oat on Brick | 4.03:1 | Large text & UI only | |
| Signal on Oat | 1.07:1 | Decoration only |
04 · Typography
A chunky grotesque with a bit of wobble, kept honest by a plain sans.
Display
Aa
Bricolage Grotesque
Headlines, numbers, the wordmark. 700–800 only.
Text
Aa
Instrument Sans
Everything people actually read. 400, 500, 600.
Data
Aa
JetBrains Mono
Tracking IDs, times, distances, labels.
DisplayBricolage 800 · 96/88 · −3.5%
Big loads
HeadingBricolage 700 · 40/42 · −2%
Across town by nine
BodyInstrument Sans 400 · 18/28
Collected from your door, delivered across Derby in under two hours, by bike.
DataJetBrains Mono 600 · 14/20 · +4%
WRN-2604-DE1 · 4.2 km · 11:42
05 · Applications
On the bike, on the feed, on the doormat.
Bike box livery
Reversed lockup, 420 mm wide, centred on the lower third of the panel so it reads from the pavement and from a first-floor window.
Vinyl · Oat on Moss · matte laminate
Social templates
Four repeatable formats. Built as live HTML here so the copy stays editable; exported at 1080 px for posting.
Monthly stat · 1:1
Rider spotlight
“Friar Gate is my favourite hill.”
— Priya, Rider 03 · 8,400 km
Rider spotlight · 1:1
Route of the week
Pride Park → Cathedral Qtr · 3.1 km · 11 min
Route of the week · 1:1
Now riding to Pride Park.
Book a pickup →
Story · 9:16
Stationery
wrencargo.example
Priya Sandhu
Head Rider & Co-founder
01632 960 412
priya@wrencargo.example
The Cycle Yard, Derby DE1
Business card · 85 × 55 mm · 450 gsm uncoated, Moss edge paint
The Cycle Yard, Derby DE1
01632 960 412
2 November 2026
Dear Sam,
Thanks for trialling Wren for the bakery’s morning wholesale run. Over four weeks we made 96 drops to 11 cafés, averaging 23 minutes door to door.
From December we can add a second pickup at 13:30 for afternoon bakes, at the same per-drop rate.
Here’s to fewer vans on Sadler Gate.
Priya
06 · Voice
Talk like the rider, not the depot.
SayDropped at the deli by 11:40. Signed for by Marco.
Not
Your consignment has been successfully delivered.SayRain on the ring road again. We’re 10 minutes behind, sorry.
Not
Due to unforeseen circumstances, delays may occur.Say42 kg of flour, one bike, no fumes.
Not
Leveraging sustainable last-mile logistics solutions.
07 · Downloads
Take the kit with you.
Every logo is outlined SVG, so it scales cleanly and doesn’t need the fonts installed.
| Colourway | Horizontal | Stacked | Mark |
|---|---|---|---|
| Full colour | SVG: horizontal logo, full colour | SVG: stacked logo, full colour | SVG: mark logo, full colour |
| Reversed | SVG: horizontal logo, reversed | SVG: stacked logo, reversed | SVG: mark logo, reversed |
| Mono ink | SVG: horizontal logo, mono ink | SVG: stacked logo, mono ink | SVG: mark logo, mono ink |
| Mono white | SVG: horizontal logo, mono white | SVG: stacked logo, mono white | SVG: mark logo, mono white |
