Brand Identity for Bestway

DEVE Design crafted a complete brand identity for Bestway, a travel and tourism company operating under the tagline "The Way of Travel." The project was centered on building a dynamic, energetic visual identity that captures the spirit of movement, exploration, and seamless travel experiences.

Logo Concept

The logo is a custom-designed wordmark where "best" appears in a vibrant Spring Bud green and "way" in a deep YinMn Blue. The standout element is the stylized "b" lettermark that cleverly incorporates curved road/path lines within its form — symbolizing travel routes, journeys, and the forward momentum of exploration. This icon doubles as a standalone brand mark, giving the identity strong versatility across all touchpoints. The logo was designed with multiple usage modes: full color, greyscale, single-color, and two-color (white on dark), ensuring adaptability across any medium.

Typography

Two typefaces work in harmony — Fidena serves as the logo's primary typeface, providing a bold, modern, and slightly rounded character that evokes friendliness and movement. Open Sans is used as the sub-font for the tagline and supporting text, offering clean legibility and a contemporary feel.

Brand Colors

The color palette was carefully chosen to reflect energy and trust:

• Spring Bud (#ABEB0A) — a bold, vibrant lime-green that conveys energy, adventure, freshness, and the excitement of travel
• YinMn Blue (#3E517A) — a sophisticated mid-blue representing reliability, professionalism, and the sky/sea associated with travel
• Oxford Blue (#0F254C) — a deep navy providing depth, authority, and elegant contrast for dark backgrounds and premium applications

Deliverables

The brand identity extended into a comprehensive range of travel-industry-specific applications:

• Corporate Stationery: Large branded envelope (A4), business-size envelope, and dual-sided business cards — all featuring bold geometric patterns derived from the "b" icon mark
• Branded Apparel: T-shirt design featuring the logo on the chest with a large-scale "b" icon graphic wrapping around the lower body, creating a striking wearable brand statement
• Boarding Pass Design: A fully branded travel ticket/boarding pass layout incorporating the brand colors, logo, icon watermark, and complete flight information hierarchy
• Vehicle Branding: A full tour bus/coach wrap design featuring the logo prominently on the side, the "b" icon as a large-scale graphic element, a city skyline silhouette in green, and the website URL — creating maximum on-road brand visibility

All deliverables were presented in a professional brand presentation document showcasing the logo in multiple contexts and real-world mockups.