Spedifort
Premium branding for Germany's No. 1 eLearning platform in transport & logistics
Client:
Spedifort
Industry:
Transport & education
Services:
Branding, Logo, Print
Challenge:
Logo, design and marketing created by the client, with little design knowledge. Perception of the “Spedifort” brand as a start-up.
What we did:
Comprehensive rebranding on all communication channels for the rise from start-up to the premium segment.
Result:
+300% profit growth in 1 year. Successful image transformation from start-up to established company in the serious premium segment.
Spedifort offers innovative e-learning for freight forwarders and is a product of INN-ovativ KG (Kiefersfelden, Germany). As a course and training provider, Spedifort has become an indispensable part of the logistics industry. We were commissioned to rebrand the company to highlight its rise from a start-up to the premium segment. Although the industry has a rather conservative image, Spedifort should not appear quiet, reserved, and conservative, but rather funky, bold, and loud.
Only the S flag is a slight reminder of the old logo. Saira, from the Argentinian typeface manufacturer Omnibus-Type, was selected as the font for the new logo design. Capital letters with excessively wide letter spacing complement the brand's premium character and emphasize its pioneering role and market dominance. The primary corporate colors are based on the old branding. For the new branding, the color scheme was expanded to include numerous secondary colors – for greater flexibility and scope. The Saira font is a sans-serif grotesque with a "techy" IT character and geometric appearance. It offers a perfect combination of technology and practicality, making it ideal for Spedifort's branding.
The secondary stylistic elements consist of several progress bars that reflect the theme of "learning progress in Spedifort courses." Each progress bar is visually reduced (a simple rectangle) so as not to compete with the logo symbol. The progress bars serve as a visual constant that runs throughout the entire corporate identity, conveying Spedifort's look and feel across all communication media. This supports Spedifort's desired "funky/edgy" image and lends the layout a playful look and feel. Because: Learning with Spedifort is fun!
"The rebranding served as a kick-off to reach the next sales plateau. We are perceived as much more professional. Perhaps other founders or medium-sized companies will understand this faster than we have done!"
Andreas Rinnhofer
All motifs for print products such as brochures and folders, as well as social media post designs, were designed using the golden ratio. The golden ratio refers to the arrangement of surface compositions in a ratio of 5:8. Scientific and historical studies prove that the golden ratio is perceived by the human eye as particularly harmonious and beautiful. The golden ratio is used in all Spedifort advertising motifs. The ratio of the text area (below) to the photo area (above) is 5:8. Furthermore, a color filter in the company color "petrol - night shade" is used for photos to convey an edgy industrial look. All courses are presented in a nearly 100-page catalog with the new branding. A brochure for direct mailings was also designed.
The website was redesigned by the client based on the new branding. The corporate design manual made this possible.
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