Tels Cargo Chiratidzo cheBhurendi by Nargiza Usmanova

Tels Cargo Chiratidzo cheBhurendi by Nargiza Usmanova is a highly esteemed winner of the very prestigious 2025 Mubairo weSimbi we A' Design Award in Kushambadzira, Kutengesera neKutaurirana Competition Category.

SimbiKushambadzira· 2025

Tels Cargo Chiratidzo cheBhurendi

by Nargiza Usmanova

Client: TELS Cargo

Mubairo weSimbi we A' Design Award Winner in Kushambadzira Category

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Colors

The Design

About Tels Cargo Chiratidzo cheBhurendi

Tels Cargo ibhurendi identity yakagadzirirwa kambani yeEurope inotakura zvinhu zvemota (automotive cargo). Rogo inochengeta chimiro chetsamba dzokutanga, mavara (colour palette) uye chiratidzo chemitsara mishanu chepaleti, kuitira kuti kuzivikanwa kusiripo kusachinjwa. Chinhu chakatenderera chinomirira zuva nechiedza. Mavara G ne O ari mushoko rekuti Cargo abatanidzwa kuratidza kufamba. Chiratidzo ichi chinoshandiswa pamidhizaini yemamota makuru (trucks), makarenda emadziro, midziyo yeoffice, makadhi ekukwazisa, mabhodhoro emvura, mabhegi, wachi dzemadziro, zvivakwa zvemisangano (exhibition stands) uye zvipo. Mavara aGrey neOrange anotsigira chiratidzo chinoratidza umodern uye unyanzvi.

The Recognition

About the Mubairo weSimbi we A' Design Award

Mubairo weSimbi we A' Design Award wakahwinwa ne Tels Cargo Chiratidzo cheBhurendi, rukudzo runokudzwa runopiwa kumadhizaini akanaka anozadzisa zvinodiwa zvehunyanzvi neyeindasitiri zvinotarisirwa kuzvigadzirwa zvakagadzirwa zvakanaka. Vakunda veSimbi vanoratidza unyanzvi hukuru, hunyanzvi hwakakwirira, kunzwisisa kwevakachenjera uye kugona kwekugadzira kwevagadziri vavo. Tels Cargo Chiratidzo cheBhurendi inotarisirwa kuva chigadzirwa chinokudzwa zvakanyanya, chinoremekedzwa uye chinodiwa, chinoshanda uye chine zvitsva. Dhizaini iyi yakahwina Mubairo weSimbi we A' Design Award inosanganisa maitiro akanakisa eindasitiri uye ine hunhu hwetekinoroji hwakakwana hwakabatana neruzivo nehunyanzvi. Nekushanda kwayo zvakanaka, Tels Cargo Chiratidzo cheBhurendi inoremekedzwa uye yakagadzirirwa kupa kuvandudzwa kwehupenyu kunobatsira kuita kuti nyika ive nzvimbo iri nani.

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