The brand strategy led to us creating a new brand style which was underpinned by the new logo.
This was all based on a ‘less is more’ approach; firstly, we removed the word ‘Carriers’ from the brand. Not only did this compliment the fact they now more services than freight alone but also, by removing the word, we repositioned the company as a bigger, more confident, logistics specialist.
The name was accompanied by a new roundel device. This served to depict multiple specialisms working in harmony globally, the coloured lozenges within the roundel giving an added dimensions of structure, movement and speed.
Freightline’s wider brand style including patterns, shapes, backgrounds, imagery, etc was developed using the lozenge shapes within the roundel as the base. The end result being corporate marketing assets that were impactful, approachable and memorable.