Silver Graphics, Illustration and Visual Communication Design · 2024
Giao Hang Tiet Kiem Brand Design
- A' Design Award 2024 Silver Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2024
- CLIENT: M — N Associates
- Estimated Number of Design Views: 113,718
- Verification code 159C6A1F9B · Verify this award
About Giao Hang Tiet Kiem Brand Design
The transformation of GHTK's brand design authentically represents Vietnamese traffic and culture. Inspired by motorcycle wheels and alley maps, the redesigned logotype and Confident Smile icon convey joy and assurance through digital integration. Animated typography reflects the dynamic energy of Vietnam's urban landscapes, aiming to resonate with local audiences in the digital era. This innovative approach balances heritage with modernization, capturing the essence of Vietnam's vibrant urban life.
The visual identity system presented in Giao Hang Tiet Kiem Brand Design exemplifies contemporary approaches to logistics sector branding, where the challenge of humanizing large-scale commercial operations finds resolution through thoughtfully crafted character-based design language. M — N Associates demonstrates sophisticated understanding of how visual consistency across touchpoints—from employee uniforms to vehicle livery—constructs cohesive brand experiences in physical space. The mascot figure, rendered with deliberate simplicity featuring circular forms, minimal facial features, and a distinctive cap detail, achieves that delicate balance between professional credibility and approachable warmth essential for service industries dependent on customer trust. The chromatic strategy employing saturated green throughout serves multiple functions simultaneously: establishing instant recognition across urban environments, connoting freshness and reliability through color psychology associations, and creating unified visual presence when multiple brand elements appear in proximity. The photographic treatment itself merits attention, employing shallow depth of field techniques borrowed from contemporary lifestyle and editorial photography to elevate what might otherwise be documentary industrial imagery into something approaching portraiture, thereby dignifying the worker and, by extension, the labor of delivery itself. The decision to photograph from behind rather than facing forward shifts attention from individual identity toward collective brand representation while creating visual intrigue through partial concealment. The warm coral-red accent color appearing in the mascot's cap provides essential chromatic relief within the green-dominant scheme, preventing visual fatigue while adding playful energy. Viewers might consider how such comprehensive visual systems transform everyday commercial encounters into brand experiences, and how character-based identity approaches humanize institutional relationships in an increasingly automated logistics landscape.
Press Kit
- Unique Properties
- Giao Hang Tiet Kiem (Saving Delivery or GHTK) is the biggest and leading logistics and delivery service providers in Vietnam. The brand plays a pivotal role in the logistics ecosystem of Vietnam, offering cost-effective, reliable, and efficient delivery services that cater to the diverse needs of businesses and individuals across the country. In January 2022, the brand was made the Vietnam National Brand, proudly recognized for its reliable and affordable delivery services.
- Dimensions & Packaging
- Printed in uniforms, helmets, tapes, delivery bags.
Painted delivery vehicles and warehouses.
Signages on buildings - Tags
- branding, logistic, dynamic, vietnam, green, digital
- Production Technology
- We've crafted a dynamic motion for typography appearance, drawing inspiration from the rapid pace of Vietnam's traffic and the vibrant, colorful imagery captured through low shutter speeds. This motion seeks to showcase the beauty of Vietnam's lifestyle in an engaging and energetic manner.
- Design Challenge
- GHTK's brand transformation integrates Vietnamese traffic and culture with a modernized "Confident Smile" icon for digital appeal. Balancing heritage and innovation, it uses diverse design techniques like digital animation to capture Vietnam's dynamism and resonate with local audiences in the digital landscape.
- Project Duration
- The project was done within 6 months and was launched officially February 2024
- Operation Flow
- We've explored two operational directions: one focused on efficiency and scalability, streamlining processes for rapid growth and diverse client needs; the other on innovation and customer experience, aiming for unique solutions that enhance engagement. Evaluating these, we aim for a strategy optimizing operations while fostering creativity and customer-centricity, aligning with evolving goals and market demands.
- Research
- This abstract explores how Vietnam's dynamic traffic system, defined by lighting, speed, and sound, influences design principles. It investigates incorporating these urban elements into brand elements, colors, and motion graphics to create culturally resonant branding strategies, enhancing brand identity and engagement through urban vibrancy.
- Inspiration
- Inspired deeply with the vibrancy of Vietnam traffic and transportation system, all influenced elements such as lighting, speed and sound become the design principles for the brand elements, color choice and motions. The logotype draws from motorcycle wheels, alley maps, and transportation. Paired with the Confident Smile icon, it reflects joy and assurance for shippers and users. Dynamic typography mirrors the traffic pace and colorful imagery of Vietnam for engaging motion.
- Image Credits
- Photography by Wing Chan
© M — N Associates 2024, Vietnam
All right reserved - Patents
- © M — N Associates 2024, Vietnam
Colors of Giao Hang Tiet Kiem Brand Design
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Brand Strategy and Visual Identity Design
We transform brands through strategic vision and creative excellence. From identity systems to digital experiences, our internationally recognized team crafts meaningful solutions that unite people and inspire action. Based in Vietnam, we bring deep cultural understanding to every project.
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