Rock-it Cargo: Logo History

Over the years, numerous people have commented on the design of our logo. Without exception they loved the playful, yet strong & efficient image. So …., if you are one of those wondering how we arrived at our logo design, here's the background to our choice of a unique plane for the main image.

Most people believe the aircraft to be a Catalina. It is in fact, a Saro Cloud. Saro is short for Saunders Roe. For the logo to work effectively, we had to “tweak” it to make it fit the right format. Using artistic discretion, some technical details have been overlooked. For example, the aircraft is actually corrugated which was particularly difficult to capture effectively and quite frankly never looked right in small print. Therefore our Saro Cloud is even more unique because we’ve ironed out its creases.

The Saro Cloud was a twin-engined flying boat, fitted with retractable wheels, with a cruising speed of 112 mph approximately. It was particularly useful in areas of the world where airfields were scarce. First flown in 1931 it was something of a novelty whilst in Royal Air Force (RAF) service. It was an amphibian used for the instruction of flying-boat pilots and also a "flying classroom" for the training of navigators.

It couldn't have been better suited for its purpose, with a spacious cabin offering plenty of room for chart tables and an uninterrupted view of the ground afforded by its high-wing layout. The comfort of the crew was a great feature of the Cloud. It differed from most other contemporary maritime aircraft of the period in having a totally enclosed cockpit for the two pilots.

The similarities and relevance of the Saro Cloud to Rock-it are “plane to sea” (sic.). Both teach their crews to navigate the globe and both are happy in the Air, on the Sea or on Land.

The Logo’s imagery and history are synonymous with Rock-it. We deliberately chose to use old style images for our logo even though we are continually moving forward and pushing the boundaries into the future. It’s a gentle reminder that we must endeavour to remain true to old style values, when customer service was equally as important as money.