CONCEPT MOVEMENT – SEQUENCE The development of Cargobot’s identity is inspired by classical modernism. His functionalist personality alludes to the simplicity of movement as the main identity axis. The briefing and corporate requirement raised design slogans based on concepts such as “friendly”, “close”, “direct” and “digital”, among others. The development of the project covered diverse thematic axes based on the most specific attributes of the business covered by the company. Abstract triggers as symbolism coming from the territory of settlement and gestation, their projective interests; more figurative axes such as roads and routes, to truck operators and distribution plants; the philosophy of life, its consumer behavior, ideals and its various elements related to the industry. From the synthesis and its subsequent conceptualization, the project was debugging towards the simple a recognizable symbol enhancing from the present its behavior towards the future.