DELO Group

Delo Group, one of the leaders in Russian logistics with more than 30 years of history, has unveiled a new corporate identity, brand architecture, and brand book as part of its rebranding. This transformation is not just a change in visual style, but a reflection of the company's profound internal evolution into a holistic ecosystem: the previous style no longer reflected the dynamics of business development and did not provide a uniform design standard for the Group's assets.

Starting as a small freight forwarding company in the port of Novorossiysk, Delo Group has significantly expanded its business and geographical presence. Today, it is Russia's largest transport and logistics company. The Group's companies provide cargo delivery at all stages of the multimodal transport chain, both within Russia and internationally. It includes a network of sea and rail container terminals throughout Russia, the country's largest fleet of containers and fitting platforms, as well as its own fleet and IT business.

However, the previous corporate identity did not correspond to the scale of the business — the visual system remained fragmented, each company in the Group operated according to its own rules, and there was no unified design logic, which made it difficult to perceive the brand as a whole.

The decision to rebrand was a strategic move: it was necessary to create a unified and modern visual platform and brand architecture to bring together all of the Group's assets, both in terms of meaning and visually. The project was implemented by LINII, which developed a new logo, corporate identity, and brand architecture.

The first stage of the project was the development of a new logo, which retained the basic elements: the familiar blue and white colors and the image of the globe — symbols of the company's 30 years of reliability. At the same time, the logo became more dynamic thanks to stylized arrows pointing in different directions. They reflect the Group's current ambitions and its desire for growth.

The color system includes three key shades: deep sea blue is the primary color and symbolizes reliability and scale. It is complemented by two neutral shades — sail white and metallic gray — which provide balance and versatility. Accent red is used to highlight small texts or graphics in layouts.

Firstly, it was created in direct connection with the shape of the logo: it combines soft curves, referring to the image of the globe and the global nature of logistics processes, with strict straight lines, emphasizing structure, reliability, and engineering precision. This gives the visual system a sense of unity and makes the logo appear harmonious and balanced between modernity and corporate rigor.

Secondly, the font has become a working tool for the entire brand architecture. It can be used for sub-brand logos, creating a unified stylistic space and maintaining a visual connection with the parent brand. This ensures the integrity of Delo Group's image and creates a systematic, unified approach to the design of all the Group's assets.

After the new logo was developed and approved, the Group's brand architecture was redesigned: it became hybrid, with the parent brand Delo as the main brand asset.

The second level of brand assets includes brand extensions (e.g., DeloPorts, Global Ports, TransContainer, RusCon, SakhMP, DeloTech) — areas of business that reflect its functional specializations. The brand extension logo is constructed using a combination of the parent logo and the extension name, typeset in the same font.

The third level includes brands supported by the parent brand — any assets that are part of the business areas, such as NUTEP or Petrolsport. The basic design rules are also retained here: the corporate color and logo are present, and the brand names are typeset in the corporate font. Membership in the Group is always indicated by the descriptor “DELO GROUP OF COMPANIES,” which emphasizes the systematic nature of the architecture and the unity of the visual language.

The holding company's new visual style features a signature graphic element — intersecting lines. The lines are derived from the logo. The red line is the main one, always moving from bottom to top and from left to right, symbolizing the company's growth and ambitions. The blue and white lines are supporting lines, always located below the main line and thinner than it.

The result is a flexible and diverse visual system based on lightness, modern minimalism, and the company's profound philosophy. The graphics can be adapted to any layout format: square, vertical, wide, or extremely narrow horizontal. Depending on the communication objectives, the lines can be combined with photographs — they integrate organically into the image and support the overall rhythm of the visual system.

A comprehensive system for designing all types of communications has been created. An extensive library of printed materials has been developed, including booklets, reports, corporate brochures, and business documentation in various formats. Each medium has been given a well-thought-out structure and visual logic, built in the unified style of Delo Group.

Based on the new visual style, a design concept for the corporate website was developed: modern, austere, and functional. It is carefully thought out and reflects the character of the brand — technological and confident. The development included the creation of an extensive library of UI-components: grids, cards, graphic elements, menus, buttons, and navigation blocks.

The company's merchandise includes stylish T-shirts, hoodies, raincoats, key chains, and other everyday items. Each item features carefully integrated elements of the brand's identity: signature red accents, recognizable graphic motifs, and color combinations.

The final result was a detailed brand book that sets clear rules and standards for each element of the identity. It is a comprehensive guide that can answer any question about how the brand should live and manifest itself at any point of contact. Based on this, brand books were also developed for each subholding.