The people transportation market has grown a lot and it has become more and more challenging to remain relevant in this market. GIG was a 27 years old company that had a long tradition of great services, a good reputation and represented a guarantee for any client, but their brand identity remained the same over the years. As new players in the market divided the potential client base more and more, GIG felt they needed to update their overall image and strengthen their market presence.

The company realiSed that their client based consisted mostly of older people, so they wanted to target a much younger audience with their services. A younger audience meant a new perspective on what comfort and safety meant, a new standard on services and different expectations from a transport service provider. They were more than capable of providing top of the line services, so all they needed was an identity that fitted.

As the new strategy for the business included addressing a new target audience we created a logo that would be easily adaptable to the business needs of the company and also accommodate communication patterns directed to a younger audience. The mix between the two was absolutely necessary as the company had a lot of notoriety in the business world and needed to keep that intact.

We started from the values of the brand and created a new concept for the logo, a clean interpretation of a symbolic road and the capital letter G. We all use shortcuts to connect meaning and purpose, so we created playful patterns from different icons and symbols to bring the new visual identity of the brand closer to a younger audience. These patterns created from symbols and icons related to travel and leisure were used to “dress up” all the vehicles of the company. We also adapted each design solution to the purpose and type of each vehicle.