BLUEPRINT GLOBAL LOGISTICS – Rebrand
Blueprint Global is a logistic company that specialises in the global transportation of perishable goods offering a door-to-door service. Blueprint came to us evolve their brand identity and corporate material.
Their offer was about making the complex simple, yet all of their communication did the exact opposite of this. It was over-whelmingly complex and because of that it was difficult to understand their offer.
The landscape for logistics & freight forwarder brands was one of globe and plane images, depicting global reach and speed. Our challenge was to create a distinctive identity that better reflected the brands positioning - simplification of the complex. Perishable goods are a highly specialised sector that requires the up-most care, traceability and expert handling to ensure absolute quality on arrival.
The design direction did exactly this… a brand mark was created from five shipping containers, that come together to form a ‘chilled’ symbol. The five containers represented the five core segments of the business (air, sea, land, cross-trade & rail).
The other challenge was that Blueprint Global managed the logistics and door-to-door service using partner carriers, so there was nothing we could visually draw reference from in this area. This was also an area the big boys played in – images of boats, planes and containers moving goods around the global. While this can make for stunning imagery, it wasn’t going to capture Blueprint Globals true offer and it wasn’t differentiated. In order to create a more memorable and distinictive brand, we used more emotive imagery. Globally diverse locations showing transportation from the source to its final destination - capturing their careful, personal approach (small team) who go beyond the usual port-to-port service.
The brands container symbol is used as an asterisk across various touch-points to highlight key information. This reinforces the brand identity and integrates it as a key visual element – simply integrated just like the companies offer.
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