Background:

Following a series of in-depth studies of the KGL corporate brand which included both internal and external deliberations, it was concluded that a brand enhancement rather than the introduction of a totally new logo is the most effective solution for the assigned task. This decision took into account the well established KGL TC brand equity.

Before:

Solution:

Color

Even though the original color scheme was maintained; the color scheme was enhanced by means of incorporating more contemporary and vibrant tones of the traditional colors which signal the rejuvenation of the KGL brand.

The choice of contrast in the color scheme results in the clashing of a warm color and a cool color which also adds to the visual impact of the logo. (The previous orange color was a four color job!!! We simplified it to a two color job.)

Logo

The logo has been simplified by eliminating the unnecessary so that the necessary can stand out not only resulting in a more contemporary look which makes the logo easier to recognize, but also freeing the organization from being confined into a single mode of transportation.

The circle enclosure depicts the globe and visually represents KGL TC's international vision.

The swoosh - like lines are simultaneous representations of movement and speed; results that are directly connected to the company business of timely transportation.

Logotype

KGL initials extruding from the confinement of the circle enclosure represent "out of the box" thinking.

The modern curvier typeface has been specifically selected out of thousands of fonts for the dual purpose of contrasting the KGL initials as well as to blend with the circular form of the globe represented in the logo.

After:

Alina's Feedback:

Louai has done an excellent job explaining the process and decision making behind the enhancement of this logo. I like how they pulled it all together so that it reads as a single unit now, whereas the previous logo was somewhat disjointed due to the space between the globe and the company logotype. Since the Company was broadening their modes of transportation, it made sense to eliminate the truck. KGL Transportation probably appreciated the reduction in reproduction costs of the logo to two colors from 4-color. It also assured consistent color depiction.