A new logistics operator specializing in international cargo transportation emerged as the result of the 2013 merger between Transet and RosLogistic. Our task was to create a brand that could deliver any cargo from anywhere in Europe or Asia at lightning speed.
In developing a brand platform, our foundational thesis was that logistics today means the energy of thought in space. The concept of “MINDMOVE—movement at the speed of thought” became the core of our positioning, which our team brought to life step-by-step at the stage of creating a full-fledged verbal and visual image. A brand with a certain energy is an open, ambitious and very speedy company.
Life and all its processes are moving ever faster, but for clients the result of complex logistical operations should be the simple movement of cargo from point A to point B. Having analyzed the unprepossessing competition in the Russian market, we gave ourselves the task of attaching maximum acceleration to a new brand.
We created B2B Brand, which will not just be noticeable, but will also actively broadcast the absence of spatial and temporal barriers to business. The heavy lifting of logistics takes place behind the scenes, while finding solutions for any job involving the delivery of complicated cargoes happens in the foreground.
Having united the ideas of speed and customer focus, we developed a short and memorable name with a unique melody—Streloy.
To support this name we developed the catchphrase “Speed to lead,” reflecting the company’s business ambitions.
The basis of visual identification became a line of movement connecting depots and destinations around the world, also representing multimodal transportation at several stages. A symbol with an infinite number of iterations conveys the idea of client-oriented service—a unique solution can be found for any job. This simple but expansive idea underlies the language of the Streloy brand—fluid and bright with a high degree of brand recognition.