Tels Cargo Фирмена идентичност by Nargiza Usmanova

Tels Cargo Фирмена идентичност by Nargiza Usmanova is a highly esteemed winner of the very prestigious 2025 Желязна награда A' Design Award in Дизайн на реклама, маркетинг и комуникация Competition Category.

ЖелязоРеклама· 2025

Tels Cargo Фирмена идентичност

by Nargiza Usmanova

Client: TELS Cargo

Желязна награда A' Design Award Winner in Реклама Category

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Colors

The Design

About Tels Cargo Фирмена идентичност

Tels Cargo е фирмена идентичност, създадена за европейска транспортна компания, специализирана в автомобилен товарен превоз. Логото запазва оригиналната типография, цветовата палитра и символа с пет ивици на палет, така че разпознаваемостта е запазена. Кръгъл елемент представя слънцето и светлината. Буквите G и O в думата Cargo са свързани, за да внушат движение. Идентичността е приложена върху дизайна на камиони, стенни календари, офис консумативи, поздравителни картички, бутилки за вода, чанти, стенни часовници, изложбени щандове и подаръци. Сива и оранжева палитра подкрепят модерния и професионален външен вид.

The Recognition

About the Желязна награда A' Design Award

Tels Cargo Фирмена идентичност е носител на Желязната награда A' Design Award — престижно признание, присъждано на добри дизайни, които отговарят на професионалните и индустриалните изисквания, очаквани от добре проектирани творения. Желязните победители демонстрират голямо умение, висока специализация, експертно разбиране и творчески капацитет на своите създатели. Очаква се Tels Cargo Фирмена идентичност да бъде високо ценено, възхищавано и обичано творение, което е практично и иновативно. Този дизайн, спечелил Желязната награда A' Design Award, интегрира най-добрите отраслови практики и притежава компетентни технически характеристики, свързани с ноу-хау и талант. Tels Cargo Фирмена идентичност се радва на уважение заради щателността си и предлага подобрения в качеството на живот, които помагат светът да стане по-добро място.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: TELS Cargo is a well-established brand in the European transportation market, clearly focusing on automotive cargo transportation. Our team led the brand identity transformation, starting with the logo redesign, ensuring continuity while reinforcing the company’s new direction. Beyond the logo, we developed a comprehensive brand identity, including truck decals, promotional materials, and an exhibition stand design, creating a cohesive and powerful visual presence.
Dimensions & Packaging: The following products were created: logos and identities, truck designs, wall calendars, office supplies, greeting cards with envelopes, water bottles, stand designs, bags, wall clocks, as well as gifts and souvenirs.
Tags: Branding, Identity, Graphic design, Logo design, Visual design
Production Technology: All advertising product layouts are created using graphic design software.
Design Challenge: The hardest part of this design activity was integrating the TELS Group's historical brand legacy with TELS Cargo's new strategic direction. This process faced creative challenges such as balancing tradition with innovation. Internally, the historical significance and social identity of the brand were pivotal, while externally, legal constraints, production capabilities, tech advancements, and access to information posed additional hurdles.
Research: A dynamic, modern visual style was crafted for TELS Cargo, reflecting professionalism and forward thinking. Conceptual imagery with a tech-inspired touch emphasized innovation and movement in transportation. A gray and bold orange palette reinforced the brand's identity, with orange symbolizing sun, light, and optimism. The design balanced energy, confidence, and a sleek, stylish aesthetic.
Inspiration: The inspiration for the new company logo retains key elements of the TELS brand – its typography, colour palette, and signature five-stripe graphic symbolizing a pallet (a skid) – to ensure continuity and recognition. To reflect dynamism and harmony, we introduced a circular element representing the sun and light. A unique touch is the seamless connection between 'G' and 'O' in Cargo, subtly reinforcing movement, as 'GO' signifies motion and progress.
Project Duration: The project began at the start of 2022 and was completed by the end of 2023 in Toronto.
Operation Flow: All advertising products were developed to enhance the company’s image and build customer trust, while also fulfilling the company’s daily office and communication needs.
Patents: Copyrights belong to Nargiza Usmanova, 2024 and NUMZ Graphics.
Image Credits: Image #N1 : Photographer Maxim Zinchuk
Image #N2 : Photographer Maxim Zinchuk
Image #N3 : Photographer Maxim Zinchuk
Image #N4 : Photographer Maxim Zinchuk
Image #N5 : Photographer Maxim Zinchuk