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BEST Logistics Group Rebrand Process




Purpose

 BEST Logistics Group (BLG) is a family-owned freight management company that creates solutions and consulting with a wide range of resources, including asset, brokerage, and rental. 
 Although “best” is in their name, they had a problem. Their marketing and business sophistication were disconnected. To solve this problem, BLG needed a new visual identity that resonated with its target audiences and embodied its new personality.


Research

The Audience
BLG’s brand needed to be meaningful to all four audiences:
  • Enterprise
  • Consumer
  • Talent
  • Team
Personality

BLG also adopted a new personality called The Maverick. By definition, mavericks are:
  • Free-roaming and independent.
  • Relentlessly curious and open to experiences.
  • Creative and imaginative
  • Willing to defy convention



Moodboard

Based on my interpretation, Mavericks are always on a journey of continuous growth. So, I looked for bold sans-serif typography and logos with arrows to convey a sense of forwardness, which is my goal to display throughout the brand.


Sketches


During my sketching phase, I was intentional about applying the Gestalt principle to my ideas using arrows.



Iterations




Feedback

  • Direction 1 was the best option
  • They ultimately liked the secondary logo as the primary logo
  • The secondary logo is more memorable and condenses space
  • Adjust the kerning and height of the secondary logo
  • Create a more dynamic pattern for various materials


Before and After Logos




Mockups





Visual Identity




Results

Challenges

During this project, my biggest challenge was creating a brand language that aligned with the visual identity. “We‘re not your average freight forwarder” sounds great initially. However, it does not explain why they are different, which can come off as cocky. In the future, I plan on leaning in on the “how” rather than the “what.”

Another challenge was changing the initial color palette to a new one. While the visual change is good, the new palette may not be practical when applied to large materials like trucks and cargo containers. Successes
Overall, I designed a logo that embodied the personality of BLG’s brand with consistent brand elements. Condensing their name to BLG made it more ownable and practical spacially and verbally. Overall, this project sharpened my problem-solving skills and expanded my creativity.


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