Coby's Transfers and Tours is a transportation and tour company based in Aruba, offering private transfers, airport pickups, and customized island tours. The company honors a loved one through its name, and needed a brand that could carry that personal story while presenting a professional, trustworthy face to visitors. DESIGN STRATEGY Three pillars drove every decision 🌴 Island spirit Palm trees as a universal symbol of tropical luxury and laid-back island life ＋ Positivity A plus sign instead of "and" literally building positivity into the brand name ◯ Longevity The palm also represents life and endurance, honoring the person the brand was named for VISUAL IDENTITY Logo & symbol system The wordmark uses a customized letter "O" transformed into a palm tree icon, making the brand mark inseparable from the letterform. A secondary monogram mark (C + palm circle) provides flexibility across applications. The sans-serif typeface was chosen for its clean boldness and timeless professionalism.