Tels Cargo Merkidentiteit by Nargiza Usmanova

Tels Cargo Merkidentiteit by Nargiza Usmanova is a highly esteemed winner of the very prestigious 2025 A' Design Award yn Izer in Reklame, Marketing en Kommunikaasje Ûntwerp Competition Category.

IzerReklame· 2025

Tels Cargo Merkidentiteit

by Nargiza Usmanova

Client: TELS Cargo

A' Design Award yn Izer Winner in Reklame Category

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Verified Award Winner

Verify Award Status for #172023

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Colors

The Design

About Tels Cargo Merkidentiteit

Tels Cargo is in merkidentiteit makke foar in Europeesk transportbedriuw dat him rjochtet op autotransport. It logo hâldt de oarspronklike typografy, kleurenpalet en it fiifstripe-symboal fan in pallet, sadat de werkenberens bewarre bliuwt. In sirkelfoarmich elemint stiet foar de sinne en it ljocht. De letters G en O yn it wurd Cargo binne oan elkoar ferbûn om beweging te suggerearjen. De identiteit is tapast op truckûntwerpen, wandkalinders, kantoarbenodichheden, wolkomstkaarten, wetterflessen, tassen, wandklokken, útstallingsstands en cadeaus. In griis en oranje palet soarget foar in modern en profesjoneel uterlik.

The Recognition

About the A' Design Award yn Izer

Tels Cargo Merkidentiteit is in winner fan de A' Design Award yn Izer, in prestisjeuze erkenning foar goede ûntwerpen dy't foldogge oan de profesjonele en yndustriële easken dy't ferwachte wurde fan goed ûntwurpen skeppings. Izerwinners litte grutte feardigens, hege spesjalisaasje, deskundich begryp en kreatyf fermogen fan har makkers sjen. Fan Tels Cargo Merkidentiteit wurdt ferwachte dat it in tige heech achte, bewûndere en dierbere skepping is dy't praktysk en ynnovatyf is. Dit winnende ûntwerp fan de A' Design Award yn Izer yntegrearret de bêste praktiken fan de sektor en hat feardige technyske skaaimerken ferbûn mei kennis en talint. Tels Cargo Merkidentiteit wurdt respektearre foar syn yngeandens en is ûntwurpen om ferbetteringen fan de kwaliteit fan it libben te leverjen dy't helpe de wrâld ta in bettere plak te meitsjen.

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