Delo Group
Large-scale rebranding of the largest logistics company
Delo Group of Companies, the largest transport and logistics holding in Russia, is beginning a large-scale rebranding – the Group will change its logo, font, corporate style and brand architecture. The branding agency LINII is developing it. The visual design of all the holding’s assets will be collected into a single system with an emphasis on their belonging to Delo Group of Companies.
“Rebranding is a logical step after the unification of our assets into a single logistics system. We have been working towards leadership in the domestic market for a long time, and we have achieved it. Now we are preparing to reach the next level, conquer foreign markets, and develop new areas. We have everything for this – professionalism, a competent strategy, and fresh ideas. We are preserving and combining all the best under a new brand,” said Sergey Shishkarev, founder and chairman of the board of directors of Delo Group of Companies.
The new logo maintains continuity with the previous one – there is an image of the globe and the usual blue and white colors, but it has become more dynamic. Stylized arrows diverging to the cardinal points represent the Group’s current ambitions and its desire for growth.
The holding also implements charitable programs and initiatives in the field of demographic and sports support, so the logo contains the image of not only the globe, but also a ball.
The LINII design team retained the brand’s signature palette, modernizing the colors. Now it is “deep sea blue”, “sail white”, and “metallic grey”. The colors symbolize the inseparable connection with the sea, the cradle of the company, and also reflect the reliability of the service and the sustainability of the business.
The new brand architecture will be transformed from multi-brand to monolithic, based on a dynamic logo. All companies of the Group will be united by a sign, a signature font and colors, the names will not change.
The rebranding will consist of several stages, during which the corporate styles of the companies and media will be updated. During this time, the new and old logos will coexist.
