Tels Cargo 브랜드 아이덴티티 by Nargiza Usmanova

Tels Cargo 브랜드 아이덴티티 by Nargiza Usmanova is a highly esteemed winner of the very prestigious 2025 A' Design Award 철상 in 광고, 마케팅 및 커뮤니케이션 디자인 Competition Category.

철광고· 2025

Tels Cargo 브랜드 아이덴티티

by Nargiza Usmanova

Client: TELS Cargo

A' Design Award 철상 Winner in 광고 Category

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Colors

The Design

About Tels Cargo 브랜드 아이덴티티

Tels Cargo는 자동차 화물 운송에 특화된 유럽 운송 기업을 위해 개발된 브랜드 아이덴티티다. 로고는 기존의 타이포그래피와 색상 팔레트, 그리고 팔레트(화물 받침대)를 형상화한 다섯 줄무늬 심벌을 유지하여 기존의 인지도를 그대로 이어간다. 원형 요소는 태양과 빛을 상징하며, Cargo라는 단어의 G와 O를 연결해 움직임을 암시한다. 이 아이덴티티는 트럭 디자인, 벽걸이 달력, 사무용품, 인사 카드, 물병, 가방, 벽시계, 전시 부스, 기념품 등에 적용되었다. 회색과 오렌지색 팔레트는 현대적이고 전문적인 인상을 뒷받침한다.

The Recognition

About the A' Design Award 철상

Tels Cargo 브랜드 아이덴티티, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Tels Cargo 브랜드 아이덴티티, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Tels Cargo 브랜드 아이덴티티, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

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