Tels Cargo Hoʻomaopopo ʻIʻo ʻO Ka Hōʻailona Waiwai by Nargiza Usmanova

Tels Cargo Hoʻomaopopo ʻIʻo ʻO Ka Hōʻailona Waiwai by Nargiza Usmanova is a highly esteemed winner of the very prestigious 2025 A' Design Award Hao in Hoʻolālā Hoʻolaha, Kūʻai Aku a me Kamaʻilio Competition Category.

HaoHoʻolaha· 2025

Tels Cargo Hoʻomaopopo ʻIʻo ʻO Ka Hōʻailona Waiwai

by Nargiza Usmanova

Client: TELS Cargo

A' Design Award Hao Winner in Hoʻolaha Category

51,422

Verified Award Winner

Verify Award Status for #172023

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Tels Cargo Hoʻomaopopo ʻIʻo ʻO Ka Hōʻailona Waiwai

ʻO Tels Cargo kahi hōʻailona waiwai i hana ʻia no kahi hui hoʻoholo kaʻa ʻEulopa e nānā nei i ka lawe ʻukana kaʻa. Mālama ka logo i ke kikokikona kumu, ke kuʻina waihoʻoluʻu, a me ka hōʻailona kaha ʻelima o ka pālota, no laila e mau ana ka ʻike ʻana. Hōʻike kahi ʻāpana pōʻai i ka lā a me ka mālamalama. Ua hoʻopili ʻia nā hua palapala G a me O ma ka huaʻōlelo Cargo e hōʻike i ka neʻe ʻana. Hoʻohana ʻia ka hōʻailona ma nā hoʻolālā kaʻa uku nui, nā alemanaka pā, nā lako keʻena, nā kāleka aloha, nā ʻōmole wai, nā ʻeke, nā uaki pā, nā kūkulu hōʻikeʻike a me nā makana. Kōkua ke kuʻina waiho'oluʻu ʻāhinahina a me ʻalani i kahi helehelena hou a ʻoihana.

The Recognition

About the A' Design Award Hao

Ua lanakila ka hoʻolālā Tels Cargo Hoʻomaopopo ʻIʻo ʻO Ka Hōʻailona Waiwai i ka A' Design Award Hao, he ʻike hoʻohanohano i hāʻawi ʻia i nā hoʻolālā maikaʻi e hoʻokō ana i nā koi ʻoihana a ʻoihana hana i manaʻo ʻia mai nā mea hoʻokumu i hana maikaʻi ʻia. Hōʻike nā lanakila Hao i ka mākau nui, ka loea kiʻekiʻe, ka ʻike akamai a me ka hiki hana noʻeau o ka poʻe i hana iā lākou. Manaʻo ʻia ʻo ka hoʻolālā Tels Cargo Hoʻomaopopo ʻIʻo ʻO Ka Hōʻailona Waiwai he mea hoʻokumu i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia e pono a hou. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Hao e hoʻohui ana i nā hana maikaʻi loa o ka ʻoihana a loaʻa nā ʻano ʻenehana mākaukau i hui pū ʻia me ka ʻike hana a me ka makakoho. Mahalo ʻia ka hoʻolālā Tels Cargo Hoʻomaopopo ʻIʻo ʻO Ka Hōʻailona Waiwai no kona nānā pono a ua hoʻolālā ʻia e hāʻawi i nā hoʻomaikaʻi ola e kōkua ai i ka hana ʻana i ka honua i wahi maikaʻi aku.

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