Tels Cargo Aqoonsiga Sumadda (Brand Identity) by Nargiza Usmanova is a highly esteemed winner of the very prestigious 2025 Abaalmarinta Birta ah ee A' Design Award in Naqshadeynta Xayeysiinta, Suuq-geynta iyo Isgaarsiinta Competition Category.

BirXayeysiin· 2025

Tels Cargo Aqoonsiga Sumadda (Brand Identity)

by Nargiza Usmanova

Client: TELS Cargo

Abaalmarinta Birta ah ee A' Design Award Winner in Xayeysiin Category

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The Design

About Tels Cargo Aqoonsiga Sumadda (Brand Identity)

Tels Cargo waa aqoonsi sumad loo abuuray shirkad gaadiid Yurub ah oo diirradda saartay xamuulka baabuurta. Sumadda (logo-ga) waxay sii haysaa far-qorista asalka ah, midabaha la doortay, iyo calaamadda shan-xarriiqda ee palletka, taasoo dhawrta aqoonsiga hore. Curiin wareegsan ayaa matalaya qorraxda iyo iftiinka. Xarfaha G iyo O ee erayga "Cargo" waxaa isku xidhay si loo muujiyo dhaqdhaqaaq. Aqoonsigan waxaa lagu dabaqay naqshadaha shaxanka baabuurta, jaantusyada gidaarka, qalabka xafiiska, kaararka salaanta, dhalooyinka biyaha, boorsooyinka, saacadaha gidaarka, taagyada bandhiga, iyo hadyadaha. Midabaynta jaale iyo midabka liin dhanaan waxay taageertaa muuqaal casri ah oo xirfad leh.

The Recognition

About the Abaalmarinta Birta ah ee A' Design Award

Tels Cargo Aqoonsiga Sumadda (Brand Identity) waa guuleystaha Abaalmarinta Birta ah ee A' Design Award, aqoonsi sharaf leh oo la siiyo naqshado wanaagsan oo buuxiya shuruudaha xirfadeed iyo kuwa warshadeed ee laga filayo hal-abuurro si wanaagsan loo naqshadeeyay. Guuleystayaasha Birta waxay muujiyaan xirfad weyn, takhasus sare, fahan khabiir iyo awood hal-abuur oo abuurayaashooda. Tels Cargo Aqoonsiga Sumadda (Brand Identity) waa hal-abuur la filayo inuu noqdo mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, wax ku ool ah oo cusub. Naqshadahan ku guuleystay Abaalmarinta Birta ah ee A' Design Award wuxuu isku daraa hab-dhaqannada ugu wanaagsan warshadda wuxuuna leeyahay sifooyin farsamo oo karti leh oo ku xiran aqoon iyo hibo. Dhammaystirkeeda awgeed, Tels Cargo Aqoonsiga Sumadda (Brand Identity) waa mudan ixtiraam, waxaana loo naqshadeeyay inay keento hagaajin nololeed oo ka caawisa in adduunka laga dhigo meel ka wanaagsan.

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