Tels Cargo Boitsebiso ba Setshwantso sa Khoebo by Nargiza Usmanova

Tels Cargo Boitsebiso ba Setshwantso sa Khoebo by Nargiza Usmanova is a highly esteemed winner of the very prestigious 2025 Moputso oa Tšepe oa A' Design Award in Moralo wa Papatso, Kgwebo le Puisano Competition Category.

TšepePapatso· 2025

Tels Cargo Boitsebiso ba Setshwantso sa Khoebo

by Nargiza Usmanova

Client: TELS Cargo

Moputso oa Tšepe oa A' Design Award Winner in Papatso Category

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Colors

The Design

About Tels Cargo Boitsebiso ba Setshwantso sa Khoebo

Tels Cargo ke boitsebiso ba setshwantso sa khoebo bo entsweng bakeng sa k'hamphani ya dipalangwang ya Yuropa e shebaneng le thepa ya makoloi. Logo e boloka mokhoa wa mongolo wa mantlha, mebala e kgethwang le letshwao la mela e hlano ya pallet, kahoo ho tsebahala ha ho lahlehe. Ntlha e sepolokweng e emela letsatsi le leseli. Ditlhaku G le O lentsweng la Cargo di kopantswe ho bontsha motsamao. Boitsebiso bo sebediswa dithadeng tsa dilori, dikhalendara tsa lebota, disebediswa tsa ofisi, dikarete tsa ditumediso, dipotlolo tsa metsi, mekotla, disebediswa tsa nako tsa lebota, dibaka tsa pontsho le limpho. Mebala ya boputswa le e tshehla e tshehla e tshehetsa ponahalo e mocha le ya boiphihlelo.

The Recognition

About the Moputso oa Tšepe oa A' Design Award

Tels Cargo Boitsebiso ba Setshwantso sa Khoebo ke mohapi oa Moputso oa Tšepe oa A' Design Award, kananelo e hlomphehang e fuoang meralo e metle e finyellang litlhoko tsa porofeshenale le tsa indasteri tse lebelletsoeng ho lintho tse hlahisitsoeng tse entsoeng hantle. Bahapi ba Tšepe ba bontša bokhoni bo boholo, bokhethehi bo phahameng, kutloisiso ea litsebi le bokhoni ba boqapi ba baqapi ba bona. Tels Cargo Boitsebiso ba Setshwantso sa Khoebo e lebelletsoe ho ba ntho e hlahisitsoeng e hlomphuoang haholo, e ratoang le e ratehang, e sebetsang le e nang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Tšepe oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa ea indasteri mme o na le litšobotsi tsa theknoloji tse nang le bokhoni tse amanang le tsebo le talenta. Ka lebaka la botlalo ba eona, Tels Cargo Boitsebiso ba Setshwantso sa Khoebo e tšoanelehela tlhompho mme e entsoe ho fana ka ntlafatso ea bophelo e thusang ho etsa hore lefatše le be sebaka se molemo.

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