Saudi logistics is a segmented category. On the one hand local players lack the expertise and reliability that companies seek; while international players on the other hand are lagging when it comes to cultural sensitivities and proximity with end consumers. This resulted in a gap in the Saudi market and an opportunity for GhassanCo (the company running IKEA in Saudi Arabia) to create a logistics company that would truly stand out.
In an increasingly complex industry, we decided to build a brand that would convey simplicity and fluidity without sacrificing on expertise or professionalism. The brand world needed to appear seamless and consistent across all of it's platforms from the logo all the way to the vehicle livery.
Building on the theme of 'Flow Space' and interconnection we took inspiration and visualstimulus from intricate transport networks and the seamless interconnecting services.
A bold logo was designed along with a visual language using a seamless extended line, which was individually crafted to describe each of the services.