Courier groups Lynx Express and Red Star Parcels are to get a joint identity created by Richard Mott Designs, after the acquisition of Red Star by Lynx.
The new logo concept will combine the two identities. “As an identity, it’s a merger. It’s an interesting little problem, trying to retain the brand integrity of Lynx and not lose the brand awareness of Red Star,” says Mott.
Large box vans will retain the Lynx logo, but 50 smaller local vehicles will carry the newly created Lynx/Red Star livery.
“The Lynx livery with the orange cat on a black vehicle with a red stripe carrying the word Lynx inside will be the same” says Mott. “But the back of the vehicle will now carry the Red Star logo too.”
Mott has handled the Lynx account for over three years, and handled its Euro Express identity.
The acquisition creates the largest express parcels operator in the UK, adding over 150 sites and 550 employees, and increasing annual sales to more than 170m.
Packaging, stationery, labelling and signage for parcel points is being reviewed. Further design companies are likely to work with Richard Mott Designs, says Mott.
The Lynx identity was created by Landor Associates in 1987 and Red Star by an unnamed graduate recruit in 1995.