Today, BLG is the leading national 3PL logistics operator with over 20 years' experience, with a staff of more than 1,200 people. The company successfully implements solutions of logistics outsourcing in large-scale projects. Currently the company organizes the functioning of distribution centres for the largest retail chains in Ukraine: METRO, ATB, NOVUS and VARUS.
In the work on restyling, the brand communication elements have been completely changed. Within the framework of the rebranding, a comprehensive solution of the company's new positioning was developed, corrections to its strategy and the philosophy of corporate values forming the company's perception on the market were made. In the context of progressive development which leads the company to a new level, its top managers understood the need to change both the company's visual and the ideological image.
The vital goal of rebranding is the development of a holistic, new brand which could be unique in its execution, both internally and externally, based on the idea of a qualitative and competent solution of reaching the target audience and reflection of the principles of responsibility, honesty, competence and innovation.
The idea is to display the cargo movement from one point to another, overcoming an even, systemic and structured way, full of intermediate solutions.
When animated, the symbolic space of the starting point in the corporate element infographically demonstrates the activity areas of the company.
The slogan of the company “Synergy of efficiency” is displayed, which includes the high level of partnership, based on both reliance and focus on development.
Colour solution: a sober deep blue colour was chosen, as a symbol of stability and reliance. Additional colour is green, symbolizing development, growth, freshness of goods.
Within the framework of the project, an online presentation and presentation folder were developed to facilitate the work with potential partners. To make the business tools effective, a complex design with a dust- jacket has been developed, for a special emphasis on the newly introduced corporate values. The cover design has a cutout element implicating the brand identity. Visual presentation is made in ascetic European style, according to business standards, emphasizing the important content and respecting the comfort zones of the elements to simplify the information perception.
To make the target audience involved in cooperation, a psychological method was used – the inclusion of the recipient in the process, namely: the unfolding the folder through an element with perforations connected with the company’s slogan, and a brief explanation of the advantages of this “discovery”.