Contemporary lower case lettering, a high energy arrow and striking blue and purple stripes form the basis for Start Design’s new identity for Speedchain identity – a business-to-business supply chain enhancer for the logistics industry. The company plays a consultancy role for supply chain users, and harnesses the power of the Internet to help businesses manage their supply chains. ‘The challenge was to create a direct and strong identity to achieve stand-out in this typically uninspiring market,’ says a Start spokesman. ‘It was also vital to combine approachability with professionalism.’ Start had to appeal to a wide international and e-literate audience and, as a result, created a universal, contemporary marque. It will also feature on Speedchain’s promotional literature, press ads and stationery.
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