Over the course of 2020, we at TRANSLOGROÑO were immersed in a process of change and continuous improvement, with one of the projects being the renewal of our logo.
The process of creating the new logo began with the realization of two focus group with clients of the company in charge of Antonio Valdivia Consultores S.L., in which we found the values that our clients identify with our company are the following:
The main premise was to create a new graphical brand image, adapted to the new times, focussed on our target market, and conveying our company’s values.
For this corporate identity creation process, we used the services of the LEITMOTIV marketing agency, the company we also worked with on renewing our website.
As a starting point, we developed a design briefing, a guide to the requirements the new identity had to express:
1. We are a family business, in existence for over 50 years, dedicated principally to transport and logistics.
2. Our services fit into the added value transport.
3. Brand values such as the following must be included and conveyed:
We get there on time. We are never late. We are methodical in our service.
We stick to our agreements (our word is our bond), we are committed to the service and we never stop until we have reached the objective agreed with the customer.
If we can do it we will, and if not, we explain why (dates, unavailability, etc.) clearly to the customer, offering alternative solutions.
- OTHER VALUES:
Safety, confidentiality, environment and CSR.
We played with different ideas to create symbols that capture our brand values until we came up with the idea of the Spartan as a loyal, assured, reliable and trustworthy companion.
We created a symbol starting from the hoplite helmet, with a graphical simplification that includes the initial “T” of our name as an element in the composition. Its red plume brings the dynamism our brand requires, and it points to the right to indicate progress and the future.
We also opted for a minor update to both the font and colours, retaining our original brand’s red, but replacing the black by a sea blue tone, creating a fresher and friendlier image.