Logistics Rebranding | Albassami Solutions

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Client: Al Bassami Logistic Solutions, BLS 🇸🇦

Field: Logistics 

Creative/Art Director: Gamal Eldien, Here About BLS​​​​​​​:

A specialized company in cargo transportation with over 50 years of presence in the Saudi market. Its key attributes are Trust and Efficiency.

The brand is characterized by a consistent and specific green color, which is mandatory as the shipping fleet comprises over 200 trucks all in the same color tone. However, we played with the color to create something distinctive. on 9th October'23, They reached out to me to build and entire rebranding process as the company is going to have a new branding flavour.

Following our discovery calls, we defined the primary brand attributes for BLS as "Efficiency, Commitment, Trust, and Expertise," striking a balance between modernism and a conservative aesthetic.

The challenge lay in leveraging a 50-year brand equity while introducing a contemporary mint-green brand appearance.

To address this, we curated images from analogous brands, making subtle adjustments to gauge their resonance before proceeding. This process, which I refer to as the stylescape, allowed us to test the waters before advancing further.

Once we pinpointed the right directions, we initiated the development of our array of logo options. Given the involvement of multiple stakeholders from both the company and its affiliated group, the process proved intricate. While our usual practice involves crafting hundreds of options, we typically narrow it down to three for client presentations. However, in this case, a fourth option was deemed necessary to eliminate uncertainties.

Finally our mark is ready to for the debut! Allow me to introduce you the new version of 

Al-bassami Logistics Solutions ​​​​​​​