OVERVIEW
SIGMA Spedycja is a transport company that specializes in the shipping and logistics of goods across different regions. As a company, they are committed to reducing their carbon footprint and protecting the environment, while providing high-quality and reliable transportation services to their clients. As part of their branding efforts, they are looking to create a new logo design that accurately represents their brand values and stands out in a crowded market.
INTRODUCTION
SIGMA Spedycja is a transport company that prides itself on its commitment to the environment and reducing its carbon footprint. They are passionate about providing
high-quality and reliable transportation services to their clients, while also protecting the planet for future generations. As part of its branding efforts, SIGMA Spedycja
is looking to create a new logo design that accurately represents its brand values and communicates its unique selling proposition (USP) to its target audience.
The USP is a key aspect of their branding and company values, and they are looking for a logo design that accurately represents this message to their target audience.
By prioritizing sustainability and environmental responsibility, SIGMA Spedycja aims to attract clients who share these values and are looking for a responsible transportation partner.
The new logo will be used on their trucks, as well as on promotional items such as pens, mugs, jackets, and t-shirts. With a focus on their commitment to the environment, the designer will incorporate the color green into the design to reinforce SIGMA Spedycja's eco-friendly message.
Overall, the goal is to create a logo that accurately represents SIGMA Spedycja's values, personality, and USP, while also standing out in a competitive industry.
OBJECTIVES
The client wants a logo that represents their brand and reflects their values of professionalism, reliability, and environmental responsibility.
The logo should be modern and visually appealing while also conveying the essence of the business.
THE PROCESS
Research and brainstorming: I started by researching the transport industry and competitors, to see what design elements are being used. I also brainstormed ideas that would capture the essence of SIGMA Spedycja and its brand values, including its commitment to the environment and reducing its carbon footprint.
Research and brainstorming is a crucial part of the logo design process. It helped me understand the industry, competitors, and target audience of the client.
For the SIGMA Spedycja logo design case study, I started by researching the transport industry and looking at competitors' logos to see what design elements they were using. This helps to ensure that the logo is distinctive and stands out in a crowded market.
Next, I brainstormed ideas that would capture the essence of SIGMA Spedycja and its brand values. This involved considering the company's commitment to the environment and reducing its carbon footprint. I explored ways to incorporate environmental responsibility into the logo design, such as using the color green or incorporating a symbol that represents sustainability or transportation with a low carbon footprint.
By analyzing the logos and branding of competitors, I researched and evaluated the branding and design strategies of similar companies in the industry, gaining insights into what design elements and strategies are commonly used, as well as what design elements may be overused or cliché. This helped me create a logo that stands out in the market while also accurately representing the brand and its values.
Competitor analysis also helped me identify opportunities to differentiate my design from competitors, such as using a unique color scheme or incorporating a distinctive design element. Additionally, competitor analysis helped me understand how competitors are communicating their brand values and unique selling propositions (USP) through their logos and branding, which can help inform the design of the new logo.
DHL: DHL is a global logistics and shipping company that provides a range of services, including express shipping, freight transportation, and warehousing.
They are known for their fast and reliable service and have a strong brand presence worldwide.
Their logo features a bold and distinctive red and yellow color scheme, with a simple yet recognizable design that incorporates an arrow shape to represent movement and transportation.
Their website is: https://www.dhl.com/
FedEx: FedEx is another global shipping company that offers a range of transportation and logistics services, including express shipping, ground transportation, and e-commerce solutions.
They are known for their fast and efficient service and have a strong brand presence in the United States and around the world.
Their logo features a simple yet distinctive design that incorporates the company name in purple and orange letters, with a hidden arrow symbol between the "E" and "X" that represents speed and efficiency.
Their website is: https://www.fedex.com/en-us/home.html
UPS: UPS is a global package delivery and logistics company that provides a range of services, including package delivery, freight transportation, and supply chain management. They are known for their brown delivery trucks and uniforms and have a strong brand presence in the United States and around the world.
Their logo features a shield shape in brown and gold, with the company name and a small package icon included in the design.
Their website is: https://www.ups.com/us/en/home.page
Sketching: After collecting ideas, I explored various shapes, fonts, and symbols that could represent transportation, reliability, and environmental responsibility.
I also focused on incorporating the color green into the design, as it represents growth, sustainability, and the environment.
The logo is the basic mark of brand identity, the most prominent symbol of brand image, and the foundation of an effective marketing strategy enabling its connection with the target audience.
Creating a mood board is an important step in the logo design process that helped me visualize the overall aesthetic and style of the brand.
Before starting the sketching process, I created a mood board that includes images and design elements that represent SIGMA Spedycja's brand values and messaging. For example, images of green landscapes and eco-friendly transportation options emphasize the brand's commitment to environmental responsibility.
During the sketching phase, I focused on incorporating design elements that represented transportation, reliability, and environmental responsibility. This involved exploring various shapes, fonts, and symbols that could be used to visually communicate these concepts.
In addition, I focused on incorporating the color green into the design, which represents growth, sustainability, and the environment.
By using green in the logo, the designer can reinforce SIGMA Spedycja's commitment to environmental responsibility and set it apart from competitors who may not have a similar focus.
The letter sigma ( ) shows the sum of years of experience, heritage, and legacy with the eco-modern approach to transportation.
By blending traditional values with contemporary design elements, the logo design successfully captures the essence of SIGMA Spedycja's brand identity and positioning in the market.
Digital design: Once I had some strong concepts, I moved to the digital design phase.
I experimented with different typography and layout options and eventually settled on a design that features a stylized letter "sigma" that resembles a wheel and shows the connection of the past, present, and future.
The green color is used prominently throughout the design to symbolize the company's commitment to sustainability.
Three strong horizontal lines emphasizing the dynamics mark refer to the nature of the company's operations. The colors of the sign emphasize respect for nature and the pro-eco philosophy of the company.
The structure and proportions of the logo and signet were carefully considered and executed on a modular grid system.
This ensured that the elements of the logo were visually balanced and harmonious, while also maintaining a sense of stability and reliability that is essential to the transportation industry.
By using a modular grid system, I was able to create a structured and cohesive layout for the logo, which enhanced the overall professionalism and credibility of the SIGMA Spedycja brand. The use of a grid system also ensures that the logo can be easily reproduced across a variety of media, from large-scale truck signage to small-scale promotional materials like pens and mugs.
Your visual identity is a representation of your company's values
and mission. It's your opportunity to make a great first impression, establish trust, and communicate your brand's unique personality to the world.
Kristin Long, Branding & Identity Design Expert
Visual identity is crucial in logo design because it serves as the face of a brand. A well-designed logo that effectively incorporates a brand's visual identity can create a lasting impression and help a company or organization stand out from its competitors.
The visual identity of a logo includes elements such as color, typography, imagery, and composition, which all play a role in communicating a brand's values, personality, and positioning in the market.
Having a strong visual identity in logo design can also help to establish a sense of trust and credibility with customers.
A consistent and recognizable visual identity creates a sense of familiarity and makes it easier for customers to identify and remember a brand.
This can lead to increased brand recognition, customer loyalty, and ultimately, business success.
As part of the branding process for Sigma Spedycja, a color palette has been developed to help establish a consistent visual identity across all marketing materials.
The primary color of the brand is green, which represents growth, sustainability, and the environment.
Additional colors, such as black and white, have been chosen to provide contrast and balance to the design.
In addition to the color palette, a set of guidelines has been developed to provide recommendations on how the logo should be used in different contexts.
These guidelines are included in the brand book, which serves as a comprehensive guide for maintaining a consistent visual identity across all touchpoints.
The logo should always be used in its original colors and proportions, and should never be altered or distorted. It should also be used with ample clear space around it to ensure that it is easily recognizable and does not compete with other visual elements.
When using the logo on different materials or backgrounds, such as on trucks, pens, mugs, jackets, and t-shirts, the brand book provides guidance on how to best adapt the logo to these different contexts while maintaining its integrity.
Logo clear space or logo buffer zone
A logo's negative space is the area surrounding the logo design that is left empty.
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The negative space can help balance and enhance the visual impact of a logo design.
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Proper use of negative space in a logo can create visual interest, convey meaning, and make the logo more memorable.
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It's important to consider the negative space when designing a logo to ensure it is balanced and effective in its visual communication.
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Improper use of negative space can result in a cluttered or unbalanced logo that fails to communicate its intended message effectively.
The achromatic logo is important because:
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It uses only black, white, and shades of gray to create a design that is visually balanced and easily recognizable
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It can be easily reproduced in various media, such as print or digital, without losing their visual impact
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It can be used in situations where color printing or display is not available or not feasible, such as on a black-and-white newspaper or a grayscale website.
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Logo in reverse is important because:
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It is a version of the logo that has the opposite color scheme of the original, with light elements on a dark background or dark elements on a light background
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It can be used in situations where the original logo does not have enough contrast with the background or where the original colors clash with the overall design
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It helps maintain the logo's visual identity and legibility in different contexts and applications, such as in low-light environments or on a website with a dark theme.
By establishing a clear color palette and providing guidelines for logo usage, Sigma Spedycja can ensure that its visual identity remains consistent, recognizable, and effective in communicating its brand values to its target audience.
Important facts on how a logo should and should not be used:
Logo use on uniform backgrounds:
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When the background color is uniform, the logo stands out more prominently
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The logo's colors and design are more visible and easier to recognize
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A consistent and cohesive brand image is established when the logo is used on a uniform background
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It helps to reinforce brand recognition and recall
Logo use on non-uniform backgrounds:
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When the background color is not uniform, using a logo with a transparent background or in a single color helps to ensure the logo's visibility and legibility
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A logo with a transparent background or in a single color can be used on a variety of backgrounds without losing its visual impact
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It helps to maintain brand consistency regardless of the background color or pattern
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The logo's design and colors may need to be adjusted to ensure it remains visible and legible on non-uniform backgrounds
There are multiple reasons why it is recommended not to use a logo in a specific way, such as:
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Consistency: Using the logo consistently across all media and platforms helps in building a strong brand identity. If the logo is used in a different way, it could lead to confusion and dilute the brand image.
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Clarity: The logo should be clear and recognizable, even at a small size. Using the logo in a specific way ensures that it remains clear and easy to identify.
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Aesthetics: A logo is designed to convey a specific message or feeling about a brand. Using the logo in a specific way ensures that the intended message is conveyed and the overall aesthetics of the brand are maintained.
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Legal considerations: In some cases, using a logo in a specific way could lead to legal issues or infringement of copyright laws. The brand book may outline any legal restrictions or guidelines related to logo use to avoid such issues.
APPLICATION
The guidelines for logo usage, as detailed in the brand book, provide Sigma Spedycja with a clear framework for applying its visual identity across a variety of materials and products. By sticking to these guidelines, the logo can be effectively reproduced on different gadgets, such as mugs, shirts, pens, and trucks, while maintaining its original design integrity and visual impact.
For example, when applying the logo on a truck, the size and placement of the logo will need to be adjusted to accommodate the larger surface area, while still ensuring that the logo is prominently displayed and easily recognizable. Similarly, when applying the logo on a small gadget like a pen or mug, the logo may need to be scaled down, but still, conform to the same color palette and proportion guidelines to maintain consistency.
By following these guidelines, Sigma Spedycja can ensure that its logo maintains its visual impact and effectively communicates its brand values across all touchpoints, from larger surfaces like trucks to smaller items like mugs and pens. Ultimately, this will help to establish a strong and consistent brand identity that resonates with their target audience and reinforces their commitment to environmental responsibility and reliability in the transportation industry.
One important aspect of a brand book is the demonstration of the proper and effective use of the logo in various contexts.
This includes providing visual examples that illustrate how the logo can be appropriately applied to different mediums, such as business cards, invoices, t-shirts, mugs, flyers, or any other objects.
Such visualizations help to ensure consistency and coherence in the brand's image, which is essential for building and maintaining a strong brand identity.
