Objective
The client, a company providing international freight and customs services, wanted a refreshed logo that maintained its existing art deco style—a design created by the son of one of the company owners. The goal was to incorporate elements representing their services, such as air freight, ocean freight, and customs, while staying true to the art deco aesthetic. The client envisioned a cohesive design that could visually reflect the company’s broad range of transport methods and industry connections.
Solution
Our approach focused on creating a dynamic logo that preserved the classic art deco feel. We incorporated period-inspired colours, styling, and illustrations, drawing from the art deco era to harmonise with the existing logo. To showcase the variety of transport modes, we designed interchangeable icons featuring aircraft, container ships, and road freight, as well as a French customs officer icon—a nod to their customs services.
Additionally, we developed a set of icons representing the specific industries they serve, such as the arts, theatre, and concerts. This flexible design allowed different departments within the company to adopt icons that best represent their areas, providing a personalised yet unified brand image.
Result
The final design preserved the unique art deco look while seamlessly integrating symbols of the company’s core services. This versatile logo system allowed the client to expand its visual identity across departments, giving each one a tailored yet cohesive look. The refreshed logo resonated with the brand’s heritage, maintaining a strong connection to its original design while clearly representing the company’s wide-ranging services in a modern, adaptable way.