Portfolio: Brand Identity


As part of American Presidents Line, APL Logistics was a new brand to be introduced as an ”all logistics” new technology and software system developed to guide international shipping on land, air, and seaways. However, the companies that made up the new APL Logistics were organized as separate business units with different names and visual identities.


There was a need to create a new single umbrella identity that communicated a single company providing a full spectrum of logistics and supply chain solutions to both current and new customers.


A new identity was created, conveying the international capabilities of its technology reach, all under the APL umbrella. The new branding reinforced the idea that this was a new global company, technologically advanced, built on a stable foundation of the parent company, enabling it to be a global logistics leader right out of the starting gate.

Case Study 01: APL Logistics

Primary Identity

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