When your company has been moving people for more than 120 years, a new logo isn’t about leaving the past behind—it’s about carrying that legacy forward.
Over more than a century, Bekins Northwest had earned the trust of generations of customers. But after years of acquisitions and multiple legacy brands, but its identity told a fragmented story. With the retirement of the Bekins name, the challenge wasn’t to reinvent the company—it was to unify its legacy under a brand that reflected its scale, reputation, and future.
The result was Move Northwest: a brand rooted in its legacy and built on the same values that had guided the company for over 120 years.
About the project
The Pacific Northwest became more than inspiration—it became the foundation of the brand.
The identity trades industry tropes for something more authentic: a bold mountain-inspired mark, rich evergreen tones, and a clean, modern design system that reflects the strength, reliability, and longevity of the company itself.
The brand came to life through a flexible identity system, customer messaging, and the tagline “Yes. We move that.” before rolling out across trucks, digital experiences, signage, uniforms, and marketing materials.
The result is a brand built to stand alongside the legacy behind it—and carry it forward for generations to come.
