Brand Identity for the Freight Company OrionGroup

At the end of the Visual Identity process, a guideline was compiled, which includes blocks such as: Full Logo Description, Basic Corporate Identity and Branded Media.

The advertising materials follow a minimalist style. Core information is presented on a white background, complemented by either an advertising image framed by a tyre from the logo, a strict minimalist illustration in blue lines, or a black-and-white design (depending on the background colour) overlaid on an advertising image. Additional design methods, similar to the above, are also employed. These designs convey "subtle formality," punctuality, and confidence in the key visual identity—essential qualities for a freight company.

The fonts Inter Bold and Regular were selected. Inter is highly legible and evokes no unnecessary emotions, providing the necessary sense of formality. It is free for both personal and commercial use. Inter Bold is used for headings, while Inter Regular is applied to body text.

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Blue was chosen as the primary colour, as the previous logo used a blue-light blue palette. However, a fundamental change in the colour scheme was avoided to maintain the company’s identity. The old shade blended too much with white backgrounds and did not evoke associations with freight transportation, so it was replaced with a solid blue. Dark blue was selected as an accent colour, white serves as the background, black is used for technical text, and shades of grey are employed for contrast.

The previous logo, featuring a truck, was taken as the basis. To give it a more modern look, unnecessary details were removed. The key recognisable elements are the wheels, designed in the shape of the letter "O", which are used both in the icon and in the version with the company name.

The company needed to refresh and modernise its brand identity, including: the logo, corporate colours, fonts, branded assets, and to formalise these in a comprehensive guideline. Additionally, a key visual was to be developed.

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OrionGroup is an international automotive freight company delivering goods across Russia and the CIS.