Tels Cargo Идентитет на бренд by Nargiza Usmanova is a highly esteemed winner of the very prestigious 2025 Железна награда A' Design Award in Дизајн на рекламирање, маркетинг и комуникации Competition Category.
ЖелезнаРекламирање· 2025
Tels Cargo Идентитет на бренд
Client: TELS Cargo
Железна награда A' Design Award Winner in Рекламирање Category
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The Design
About Tels Cargo Идентитет на бренд
Tels Cargo е идентитет на бренд создаден за европска транспортна компанија фокусирана на автомобилски товарен транспорт. Логото ја задржува оригиналната типографија, палетата на бои и симболот со пет ленти на палета, со што се зачувува препознатливоста. Кружен елемент го претставува сонцето и светлината. Буквите Г и О во зборот Cargo се споени за да сугерираат движење. Идентитетот е применет на дизајн на камиони, ѕидни календари, канцелариски материјали, честитки, шишиња за вода, торби, ѕидни часовници, изложбени штандови и подароци. Сивата и портокаловата палета придонесуваат за модерен и професионален изглед.
The Recognition
About the Железна награда A' Design Award
Tels Cargo Идентитет на бренд е добитник на Железната награда A' Design Award, престижно признание што се доделува на добри дизајни што ги исполнуваат професионалните и индустриските барања очекувани од добро дизајнирани творби. Железните добитници ја покажуваат големата вештина, високата специјализација, стручното разбирање и креативниот капацитет на нивните творци. Се очекува Tels Cargo Идентитет на бренд да биде високо ценета, восхитувана и сакана творба што е практична и иновативна. Овој дизајн со Железна награда ги интегрира најдобрите индустриски практики и има компетентни технички карактеристики поврзани со знаење и талент. Tels Cargo Идентитет на бренд е почитуван за својата темелност и е дизајниран да го подобри квалитетот на животот и да помогне светот да стане подобро место.
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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