Having spent decades in the air cargo industry, the founders of FOS logistics set out to disrupt. Changing the economics with a focus on technology, faster response and utilising air hubs between Asia and Europe; an offering of more choice, savings, flexibility and a better service.
Our brief was to devise a brand identity that would be well received in their key Asia market. We devised a calligraphic mark that nods to global reach with a warm red (lucky) sphere with avian elements to symbolise flight and carriage of cargo in an elegant form. Application of this key piece of tail livery to the aircraft was also an important consideration throughout the process.
With a catchy tagline ‘Change is in the air’ and a suite of cohesive brand guidelines, materials and templates, we delivered a sharp identity system ready for take-off.