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Branding for the cargo transportation company Swift

Custom development
Brand Platform
Corporate Identity
Packaging

SWIFT is a specialist in cargo transportation by rail, sea, road and air transport. The company provides fast and efficient delivery of goods from China and Asian countries to Russia, CIS, and back, and owns its own container fleet.

About the client

SWIFT approached us with a request for branding that would help strengthen the company's expert position in its industry and reflect key values — dynamism, reliability, professionalism.

Request

The tasks before us were:
  • to create a consistent and recognizable image;
  • to retain the logo familiar to clients and partners;
  • to adapt the brand platform for other business directions developed under the SWIFT brand;
  • to reinforce the trust of regular clients by demonstrating the company's development in any market situation.

The branding concept is built around the logo
and takes into account the company's development strategy

The main challenge was to build a flexible and scalable system around the existing logo. It was important to:
  • integrate the existing logo into the new brand platform;
  • follow umbrella branding rules — adapt the system for subsidiary companies;
  • create space for company expansion and inclusion of new sub-brands.

Features of the task

Scale while maintaining visual integrity

SWIFT's design concept is based on an umbrella system — the integration of several subsidiary companies under one brand.

Solution

It transforms into a bubble for phrases — a container for messages, square icons.

The design is based on a universal sign symbolizing a transport container. We made it key, building additional elements and meanings around it.

The combination of containers helps create phrase and logo combinations for various marketing and communication purposes. This provides flexibility and diversity in visual solutions, strengthening recognition and highlighting the dynamism of SWIFT.

The concept of the carrier-bubble is applied in packaging, merchandise, and souvenirs, ensuring flexibility in communication. The carriers are branded with the phrase «it's a ____». This approach reinforces SWIFT's presence in different contexts — from website design to advertising materials.

Packaging

We developed templates for business documentation, which is also styled according to brand consistency and structure. Visual consistency across all communication channels with clients and partners is one way to reinforce the brand's professional image, helping it stand out in a competitive environment.

We extended the core guidelines for visual styling to SWIFT's pages in social networks and other online channels, principles for creating interior elements, and other carriers.

Branding for SWIFT enabled the company and its subsidiaries to:
  • obtain an updated brand platform and a complete guide for using the corporate style;
  • retain the existing logo, associated with loyalty among regular clients and partners;
  • unify all sub-brands with a single visual style and create space for new ones;
  • to emphasize the core values of the company in all communication channels with the audience.

This was made possible by a well-thought-out umbrella system and consistency of the brand image. We also want to note the openness and active participation of the client in the work processes related to the shared interest in the result.

Result

Project Team

art director

Vladimir Prosto

brand designer

Alexander Maslak

designer

Alisa Yasnaya

designer

designer

Viktoriya Lusikova

Irina Koshkina

strategist

Vita Rubezhanskaya

editor

Yelena Zhukovskaya

project manager

Daler Aliyev

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