Tels Cargo ブランドアイデンティティ by Nargiza Usmanova is a highly esteemed winner of the very prestigious 2025 A' Design Award 鉄賞 in 広告・マーケティング・コミュニケーションデザイン Competition Category.
鉄広告· 2025
Tels Cargo ブランドアイデンティティ
Client: TELS Cargo
A' Design Award 鉄賞 Winner in 広告 Category
Verified Award Winner
Verify Award Status for #172023The Design
About Tels Cargo ブランドアイデンティティ
Tels Cargoは、自動車貨物輸送を専門とするヨーロッパの運輸企業のために制作されたブランドアイデンティティである。ロゴは元のタイポグラフィ、カラーパレット、そしてパレットを象徴する5本のストライプを維持し、認知性を保っている。円形のエレメントは太陽と光を表現する。Cargoという単語のGとOの文字は結合され、動きを示唆している。このアイデンティティは、トラックのデザイン、壁掛けカレンダー、事務用品、グリーティングカード、ウォーターボトル、バッグ、壁掛け時計、展示ブース、ギフトなどに展開されている。グレーとオレンジのカラーパレットが、モダンでプロフェッショナルな印象を支えている。
The Recognition
About the A' Design Award 鉄賞
Tels Cargo ブランドアイデンティティは、よく設計された創造物に期待される専門的・産業的要件を満たす優れたデザインに授与される、権威ある評価である A' Design Award 鉄賞の受賞作品です。鉄賞の受賞作品は、制作者の高い技量、高度な専門性、専門家としての理解、創造的な能力を示しています。Tels Cargo ブランドアイデンティティは、高く評価され、称賛され、愛される、実用的で革新的な創造物であることが期待されます。この A' Design Award 鉄賞を受賞したデザインは、業界のベストプラクティスを統合し、ノウハウと才能に結びついた有能な技術的特性を備えています。Tels Cargo ブランドアイデンティティは、その徹底ぶりで尊敬され、世界をより良い場所にするための生活の質の向上をもたらすよう設計されています。
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
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