Tenon

Tenon is a new online service headquartered in Mexico that links multiple third party transportation companies with customers who have items to ship. You enter details of what you need to deliver, and Tenon shows you shipping rates from a variety of reputable carriers. Choose a carrier based on price and transit time, book your preferred option, and track the delivery — all through the Tenon portal.

The brand name is derived from the ideal fit of the tenon and mortise woodwork joint — much like how the brand joins a customer to a range of shipping quotes, or a package to its destination — so it made sense to incorporate the joint into the symbol, giving a subtle visual clue at the idea behind the moniker.

In early project discussions it became obvious how important the brand’s “protective” personality trait was — protection for the items being shipped. With that in mind, the tenon and mortise idea was combined with a shield to give added meaning.

The shipping industry is saturated by brand palettes of blues and red, hence why yellow was chosen to help with differentiation. Typeface customisations give the firm a bespoke, ownable wordmark.

Client feedback

This has certainly been a positive experience, and I’m very pleased with the end result. I’m sure that David and I will work together in the future, and I’m very thankful we had the opportunity to collaborate.

— Antonio Luna, Tenon