Tels Cargo Identidad de marca by Nargiza Usmanova

Tels Cargo Identidad de marca by Nargiza Usmanova is a highly esteemed winner of the very prestigious 2025 A' Design Award de Hierro in Diseño de Publicidad Competition Category.

HierroPublicidad· 2025

Tels Cargo Identidad de marca

by Nargiza Usmanova

Client: TELS Cargo

A' Design Award de Hierro Winner in Publicidad Category

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Verified Award Winner

Verify Award Status for #172023

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Colors

The Design

About Tels Cargo Identidad de marca

Tels Cargo es una identidad de marca creada para una empresa europea de transporte especializada en carga automotriz. El logotipo conserva la tipografía original, la paleta cromática y el símbolo de cinco franjas que representa un palé, de modo que se mantiene el reconocimiento. Un elemento circular representa el sol y la luz. Las letras G y O de la palabra Cargo se unen para sugerir movimiento. La identidad se aplica al diseño de los camiones, calendarios de pared, material de oficina, tarjetas de felicitación, botellas de agua, bolsas, relojes de pared, estands de exposición y obsequios. Una paleta en gris y naranja refuerza una apariencia moderna y profesional.

The Recognition

About the A' Design Award de Hierro

Tels Cargo Identidad de marca ha ganado el A' Design Award de Hierro, un reconocimiento prestigioso concedido a buenos diseños que cumplen los requisitos profesionales e industriales que se esperan de creaciones bien diseñadas. Los ganadores de Hierro demuestran gran habilidad, alta especialización, comprensión experta y capacidad creativa de sus creadores. Se espera que Tels Cargo Identidad de marca sea una creación muy apreciada, admirada y querida, práctica e innovadora. Este diseño ganador del A' Design Award de Hierro integra las mejores prácticas del sector y tiene características técnicas competentes unidas a conocimiento práctico y talento. Tels Cargo Identidad de marca es respetado por su minuciosidad y está concebido para aportar mejoras en la calidad de vida que ayudan a hacer del mundo un lugar mejor.

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