Rebranding: LOCKARGO
GENERAL DESCRIPTION
LOCKARGO (previously called Todologística) is a Peruvian logistics operator with 6 and a half years in the market and needed to change its name to something more positionable and renew its image to expand its client portfolio and highlight its logistics and transportation services, moving from land to international.
CLIENT
Todologistics (Now LOCKARGO)
SECTOR
Logistics and international freight transport
THE CHALLENGE
Transform Todologística's brand to reflect its international growth and professionalism, projecting reliability and experience in a competitive market.
WORK ROLE
Branding Specialist, Brand Strategist, Brand Identity Designer.
FUNCTIONS
- Naming process
- logo design
- Brand Identity Development
- Creation of brand manual
- Institutional Material Design
- Logo animation
From land transport to international transport
In order to carry out this rebranding process, it was necessary to create a new identity that conveys trust, quality and personalized attention, which are key values for its target audience made up of SMEs in the import and export sector.
Seriousness and confidence
Angelo Prado, General Manager of Todologística, expressed how they were looking for a change of image that would demonstrate the solidity and experience of the company. The mission was clear: to project an identity that spoke of seriousness and confidence and the new international perspective of the brand, incorporating crucial elements in the logistics sector where there is an opportunity to stand out. A comprehensive rebranding was required that would not only capture the essence of the company but also position it as a leading and reliable brand.
#1 Naming
Developing a new name
#2 Identity
Brand identity renewal
#3 Material
Design of institutional material
Table of Contents
“Our main service is land transport, but we want to change the perspective so that the main service is international transport.”
Naming process
To carry out the naming process of Todologística and find the ideal name for the brand, it was decided to follow a linear process consisting of 5 key stages:
- Brand Name Research (+500 Names)
- Brainstorm keywords related to the industry (+40 keywords)
- Name Brainstorming (50 Name Ideas)
- Name selection, elimination and improvement (Narrowed down to the top 10 names)
- Naming proposals (5 solid naming proposals)
- Naming table (The effectiveness of each name was evaluated)
Visual summary of the process:
1. Brand name research
More than 500 brand names were collected that work in the logistics and freight transport industry in Peru. It was taken into account that in order to come up with a positionable name it was necessary to aim for something shorter and conceptually innovative than the competition.
2. Brainstorm keywords
Focusing on the specific industry (Logistics Operator), a brainstorming session was generated that resulted in more than 40 keywords. These words not only reflected the logistics industry but also incorporated words related to the company's values and unique value proposition.
3. Selection, elimination and improvement of names
This list was meticulously refined, eliminating options and improving others, until the selection was condensed to the 10 strongest names. This critical process ensured that only the most impactful and representative were considered for the next stage.
4. Naming proposals
Of the 10 finalists, 5 solid and well-founded naming proposals were developed. Each was created to resonate with the target audience and to differentiate the company in the market.
5. Naming table
A naming table was used to systematically evaluate the effectiveness of each proposed name. This analysis included categories such as phonetics, brevity, pronunciation, memorization, suggestiveness, graphic, uniqueness, registrability and whether its web domain was available for the brand giving a more reliable numerical score for choosing names.
Lockargo: Security and trust
The name “Lockargo” has been considered a success in terms of branding for several reasons. It combines the word “Lock,” which represents security, with “Cargo,” which refers directly to the transportation of goods. This name conveys confidence and clarity, essential elements in the logistics field, and its similarity to “Lo cargo” in Spanish reinforces its impact in Spanish-speaking markets. It is easy to remember and pronounce, thus becoming a solid and memorable choice for a brand that guarantees security and reliability in transportation.
"The goal is to project an image of the brand as a professional and trustworthy company."
Creative Process
The rebranding process was meticulous and collaborative. Through strategic meetings and brand workshops, we worked closely with the current Lockargo team to capture the essence of what the brand stood for and aspired to be. We explored various creative ideas, through Stylescapes and concepts that would help generate a new visual identity that would connect with its target audience: small and medium-sized businesses looking for efficient and safe logistics services.
Conceptualization and creation of moodboards
During the Lockargo rebrand, advanced creative techniques were used to develop a vision based on key values. Inspiravideo was used to generate innovative ideas and competitive benchmarks were analyzed to understand market trends. Additionally, similar cases were explored to gain a diverse perspective. These combined approaches resulted in the creation of unique visual styles that represented the brand as professional, friendly and modern. In this way, the new branding managed to connect with both the company’s mission and customer expectations in the global logistics space.
Analogous cases analyzed: https://www.behance.net/collection/201373323/International-transport
Logotype design
Lockargo’s logo design was approached with a meticulous and creative process that included ‘Brainswarming’, an idea generation technique based on the behaviour of ants, allowing participants to silently contribute ideas through notes on a structured outline. Simplicity was emphasised, aiming for a distinctive design that would stand out in black and white and be easily recognisable by its shape or outline. This minimalist approach ensures versatility across various media and reduces printing and branding costs. Additionally, a ‘think small’ approach was adopted to ensure the logo’s adaptability in smaller applications such as clothing labels or favicons. The process also included both manual and digital sketching, focused on communicating the brand’s pillars of trust, expertise, professionalism and quality.
Identity proposals
Concepts of logotypes that convey confidence, security and professionalism in national and international cargo and transport services were presented.
Proposal 01
The first proposal the letters “L” and “O” of the name “Lockargo” with the background image of a paper airplane accompanied by a professional shade of sky blue. This proposal conveys the professionalism of the brand and its transport.
Proposal 02
The second proposal combines a movement symbol with a padlock symbol that focuses on transmitting security accompanied by a friendly green color.
Proposal 03
The third proposal combines the location symbol with the first initial letter of the brand name, using shades of sky blue to express the brand's security and confidence.
Evolution of the proposal
The proposals were evaluated and improved, and the third was chosen because it broadly encapsulated the brand's identity. However, to differentiate this proposal from competing brands in Peru such as Glovo, different color and symbology variations were explored to come up with a proposal of a paper airplane within a green location symbol that conveys the trust, security, speed and simplicity of the Lockargo brand.
Branding and brand identity
Lockargo’s branding focuses on establishing an emotional connection with its customers through security and trust, while ensuring a professional and consistent visual presence across all touchpoints. The brand identity is carefully constructed to be recognizable and memorable, thus facilitating the building of a solid and trustworthy reputation in the global market. The concept behind Lockargo’s brand is to represent “Professional and Serious Global Logistics”, thus having the communication objective of generating trust and reflecting the company’s experience and solidity.
About the imagotype
Lockargo’s logotype combines a location symbol with a paper airplane, evoking safe transportation and international connectivity. The design allows both text and symbol to work together or separately, providing flexibility in the brand’s usage. Lockargo has different logo variations that include slogans tailored to various messages and contexts, thus strengthening the brand’s effective communication. The logotype uses vector elements for its isotype and incorporates the use of the PP Agrandir typeface family, specifically in its Wide Black Italic variant. This ensures a sharp and professional presentation on all platforms where it is used.
Color palette
Lockargo uses a selection of colours in its palette, with a primary focus on green to convey safety and global reach. It is also complemented by pure white tones to offer clarity and contrast. These colours are carefully chosen to maintain consistency across all applications of the brand. Lockargo uses different variations of its logotype to optimise visibility on various backgrounds, ensuring that the brand is recognisable and consistent in all situations.
Adaptability
Lockargo's logo design is intended to maintain its integrity across different sizes and contexts, recommending specific versions for use in large and small formats.
Typography and patterns
To communicate the brand, the Golos Text typeface was selected, with its different weights ranging from Regular to Black, providing legibility and a modern aesthetic. On the other hand, patterns were also used. Corporate patterns are a crucial element of branding. They serve to extend the brand's visual identity to a wide range of applications, both digital and physical, thus reinforcing the brand's presence at all points of contact with the customer.
Corporate Material
Taking into account the new brand name, its new identity and guidelines to follow, efforts were focused on designing all the corporate material for the brand, which includes pieces such as a transportation rate sheet, an arrival notice, a shipping form, an import clearance proforma, a section for letters in their presentations, an email signature and a ribbon with a custom design for the boxes.
Results
Lockargo’s strategic rebranding transformation has had a profound impact on the Peruvian logistics market. The new corporate image has increased the brand’s visibility, significantly improving its recognition, recall and perceived trust by customers. This change has not only strengthened Lockargo’s brand promise of providing safety and efficiency in cargo transportation, but has also positively boosted its business growth. The investment in a coherent identity and a carefully planned strategic branding approach has proven invaluable for the brand, leading Lockargo to reach new heights in the international logistics sector.
