Tels Cargo Brend identitet by Nargiza Usmanova

Tels Cargo Brend identitet by Nargiza Usmanova is a highly esteemed winner of the very prestigious 2025 Željezna nagrada A' Design Award in Dizajn Oglašavanja, Marketinga i Komunikacije Competition Category.

ŽeljezoOglašavanje· 2025

Tels Cargo Brend identitet

by Nargiza Usmanova

Client: TELS Cargo

Željezna nagrada A' Design Award Winner in Oglašavanje Category

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Colors

The Design

About Tels Cargo Brend identitet

Tels Cargo je brend identitet kreiran za evropsku transportnu kompaniju specijaliziranu za prijevoz automobilske robe. Logotip zadržava originalnu tipografiju, paletu boja i simbol palete sa pet pruga, čime se zadržava prepoznatljivost. Kružni element predstavlja sunce i svjetlost. Slova G i O u riječi Cargo su spojena kako bi sugerisala pokret. Identitet je primijenjen na dizajn kamiona, zidne kalendare, kancelarijski pribor, čestitke, flaše za vodu, torbe, zidne satove, izložbene štandove i poklone. Siva i narandžasta paleta boja doprinose modernom i profesionalnom izgledu.

The Recognition

About the Željezna nagrada A' Design Award

Tels Cargo Brend identitet je pobjednik Željezne nagrade A' Design Award, prestižnog priznanja koje se dodjeljuje dobrim dizajnima što ispunjavaju profesionalne i industrijske zahtjeve očekivane od dobro dizajniranih kreacija. Željezni pobjednici pokazuju veliku vještinu, visoku specijalizaciju, stručno razumijevanje i kreativne kapacitete svojih stvaralaca. Očekuje se da Tels Cargo Brend identitet bude visoko cijenjena, voljena i njegovana kreacija koja je praktična i inovativna. Ovaj dizajn koji je osvojio Željeznu nagradu A' Design Award integrira najbolje industrijske prakse i ima kompetentne tehničke karakteristike povezane sa znanjem i talentom. Tels Cargo Brend identitet se poštuje zbog svoje temeljitosti i dizajniran je da pruži poboljšanja kvaliteta života koja pomažu da svijet postane bolje mjesto.

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