A mascot differentiates a company from its competition. It enables their target audience to better identify, remember, and understand the company and service. For these reasons, my team chose a superhero as NextMover’s mascot. A mascot needs a unique personality in order to leave a strong impression on people and make the brand recognizable. It must also encompass the main ideas that characterize the brand. Therefore, a superhero mascot is the ideal way to communicate to customers that NextMover is here to save them from their painful moving experiences. My team decided to simplify the mascot's design in order to reinforce the idea that NextMover provides an easy-to-use service, as well as simplifies the stress of moving. Thus, we use a two-color silhouette to make the superhero instantly recognizable.

​

Catchy colors play a key role in attracting potential customers to NextMover’s ads and promotional materials. Although the dark blue and purple in NextMover’s prior logo appear elegant, we though these colors were too dark and that they didn't convey positive energy or feelings.

As a result, we decided to implement two different main colors: teal and orange.  

We chose teal because this color has a high potential to catch people’s attention, especially when displayed in newspapers. Also used by Lyft and Airbnb, the teal color conveys an overall impression of freshness that fits with NextMover’s business goal—to bring freshness to the moving industry. Furthermore, teal will reinforce NextMover’s credibility because it belongs to the blue color family, which is often associated with trust and dependability.

​

NextMover currently uses a serif font for its logo and slogan. We suggest transitioning to a sans-serif font called “Railway” that will work better with NextMover’s brand. Doing so will give NextMover a simpler appearance, reinforcing the idea that NextMover makes moving easy. In addition, sans-serif fonts tend to look more masculine, which is consistent with NextMover’s mascot: a hero who saves people from a stressful move.

​

PRISM’s slogan for NextMover is “Your Hero With a Truck.” We changed this from “Your Friend With a Truck” for several reasons. Using the word “hero” will echo the mascot and reinforce the ideas and values surrounding it. Also, by saying “hero” instead of “friend,” we avoid the risk of reminding potential customers of their friends with trucks as a solution for moving. We decided to keep “truck” because it allows NextMover to adapt its slogan, as the company plans to enlist movers with other kinds of vehicles, such as cars and vans.