Tels Cargo Idenтитет бренда by Nargiza Usmanova

Tels Cargo Idenтитет бренда by Nargiza Usmanova is a highly esteemed winner of the very prestigious 2025 Гвоздена награда A' Design Award in Дизајн оглашавања, маркетинга и комуникације Competition Category.

ГвозденаОглашавање· 2025

Tels Cargo Idenтитет бренда

by Nargiza Usmanova

Client: TELS Cargo

Гвоздена награда A' Design Award Winner in Оглашавање Category

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Colors

The Design

About Tels Cargo Idenтитет бренда

Tels Cargo je идентитет бренда креиран за европску транспортну компанију усмерену на аутомобилски карго. Логотип задржава оригиналну типографију, палету боја и симбол палете са пет пруга, чиме је очувана препознатљивост. Кружни елемент представља сунце и светлост. Слова Г и О у речи Cargo су спојена како би сугерисала кретање. Идентитет је примењен на дизајн камиона, зидне календаре, канцеларијски прибор, честитке, флаше за воду, торбе, зидне сатове, изложбене штандове и поклоне. Сиво-наранџаста палета боја доприноси модерном и професионалном изгледу.

The Recognition

About the Гвоздена награда A' Design Award

Tels Cargo Idenтитет бренда је добитник Гвоздене награде A' Design Award, престижног признања које се додељује добрим дизајнима који испуњавају професионалне и индустријске захтеве очекиване од добро осмишљених творевина. Добитници Гвоздене награде показују велико умеће, високу специјализацију, стручно разумевање и креативне способности својих твораца. Очекује се да Tels Cargo Idenтитет бренда буде високо цењена, дивљена и вољена творевина која је практична и иновативна. Овај дизајн награђен Гвозденом наградом A' Design Award уграђује најбоље праксе индустрије и има компетентна техничка својства повезана са знањем и талентом. Захваљујући темељности, Tels Cargo Idenтитет бренда заслужује поштовање и осмишљен је да пружи побољшања квалитета живота која помажу да свет буде бољи.

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