Within 18 years, the Transporeon company had become a dominant player in the transport logistics management sector. They needed a potent brand identity that would be consistent in all of their varied 100K daily interactions.
The results were so successful that we won two German Brand Awards for the new brand identity including one Gold.
The Transporeon story began in 2000, when 4 university students set out to transform the shipping industry. By 2018, with over 700 employees, they had become one of the leading online transport logistics management platforms in the world. They were in desperate need of a rebrand that would not only distinguish them from their competition and the vast number of logistic providers, but also reflect their market dominance and thought leadership. In addition, over the years Transporeon had developed or bought a number of other brands that they were simultaneously maintaining. This was proving highly inefficient and counterproductive. It was the right time to include a restructuring of their brand architecture.
After a review of several agencies, eobiont was contracted for the task. The reasoning for the decision was a combination of our unique methodology and our brand expertise. The project was complex, but the results were so successful that we won two German Brand Awards for the new brand identity including one Gold.
Our strategy was straightforward, but rich in its implementation. Every brand asset – including logo, key visual, typography, colour, language and iconography – must contribute to creating distinction, consistency and memorability at the 100K user interactions that happen on a daily basis. These are all based on a brand positioning established through client workshops at the start of the project.
The centrepiece of the new brand identity was a new symbolmark, comprised of four rounded brackets. Through its dynamic and flexibility implementation, it represents the modular principle behind Transporeon and its products. The company provides a complete holistic solution, but customers are able to start with only those components they need and can expand on these as required.
On a practical level, the symbolmark is used to create an unmistakeable signature on all communication collaterals. It can be used in many variations, so that it doesn’t feel overbearing but always remains recognisable. It can be combined with a headline, used as a graphic pattern or animated. For example, when combined with an image of a driving truck, which by itself looks similar to images used throughout the industry, it becomes uniquely Transporeon.
In reduced form, the symbolmark is integrated into the wordmark. The wordmarks of all of the sub-brands can be combined together then as a chain. This is part of the new visual changes indicating a brand architecture change from multiple brands to supported brands, with a mid-term goal of a single brand strategy.
Typography is a pervasive and usually overlooked opportunity to support brand individuality. For the Transporeon typography, we selected the serif Elena typeface for bold and visionary heads. This emphasises the expertise and sophistication of Transporeon as an industry thought leader. To provide contrast, the no-nonsense Seravek typeface is used for copy. This highlights the company’s down-to-earth attitude and the user-friendly quality of their services. This style of typography is very unusual in the transport industry and thus helps to create a familiar face at every visual interaction.
The transport industry is predominantly colored in blues, greens and grays. To contrast from this we created an earth tone color palette. This articulates that behind the technology, Transporeon is very much a friendly and human-driven organisation with strong customer onboarding and support.
Tech companies base so much of their communication on symbols and infographics. Yet, as with typography, the typical use of generic symbols is a giant lost opportunity to create distinction. In the Transporeon brand identity, we expanded on the symbolmark to create a large set of icons and product symbols which can be combined into highly individualized infographics.
The Transporeon rebranding project was carefully thought out and full of details in its final implementation. You can see more examples in the website, video and full-metal sections of our work. If you would like a copy of the complete case study, just fill out the form below.