LCI (Freipost)

About the project

This global logistics company, which offers a low cost postal alternative to expensive couriers wanted to implement a strong visual identity to set them apart in a highly competitive global industry.

Freipost required a logo which would be eye-catching and instantly recognisable, and which was easily adaptable not only to their packaging solutions - envelopes, satchels and boxes, but also to vehicles, signage, digital media and printed marketing.

studio equator designed an identity composed of three simple shapes representing the three different divisions of the group. The element of a square and its chosen colour was applied to LCI's corporate identity. The Airship division was allocated the triangle symbolising speed, and the arrow and reminiscent of both an aeroplane's fin and a ship.

As the Freipost division was set to be the "hero" brand, the Swiss cross and colour red were chosen to represent the Swiss heritage, where LCI's main warehouse is located. These symbols were applied as die cuts to printed collateral giving a unique look and a feel of simple quality.

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