The idea behind the concept of this identity was to create a design that expressed organization, simplicity, and trust. As a new company it was important that these attributes were conveyed to enforce that the foundation of this start-up was strong. Wanting to suggest trade and the import of goods to China, the system utilizes a red, monochromatic color palette and takes advantage of the natural form of the Capital "E". When con-nected to the proceeding vertical line this letterform suggests the stacking of shipping containers. Not only is the simple, and clean approach to the identity comfort-able, but the relationship between the letters reinforces the idea of trust.