Logistics company rebrand
Logistics company rebrand
Rebranding isn’t just about a new look – it’s about redefining a company’s position in the market, strengthening brand equity, and creating a platform for growth. For Vector Logistics, a well-established leader in the Sub-Saharan logistics industry, their transition to new ownership presented a critical opportunity to evolve their brand while honouring their heritage. A strategic and well-executed B2B rebrand ensured their identity remained strong, credible, and aligned with their ambitious future goals.
Vector Logistics: a bold rebrand for a market leader
Vector Logistics, a leading logistics company in Sub-Saharan Africa, underwent a major transition after being acquired by Danish investment firm A.P. Møller Capital. They needed a rebrand that signalled their evolution while staying true to their legacy.
A successful B2B rebrand is about more than just aesthetics – it strengthens brand equity, builds trust, and positions a company for future growth. Vector Logistics used this opportunity to modernise and reinforce their market presence.
With a tight timeline and a need for seamless execution, they needed a branding partner with proven expertise in large-scale B2B transformations. Halo Media, known for delivering strategic and high-impact rebrands, was the right fit to lead this evolution.
Fast moving, bold branding
Vector Logistics needed to establish a fresh identity that signified growth, stability, and leadership in the logistics industry.
The key challenge was maintaining continuity with its respected past while crafting a bold, future-focused brand that reflected its commitment to sustainability, innovation, and efficiency.
This had to be executed at speed, ensuring a seamless transition across all brand assets, from corporate identity to fleet branding, digital platforms, and employer engagement materials.
We developed a strategic and cohesive brand overhaul, ensuring consistency and impact across every element of Vector Logistics' identity.
Brand strategy sets solid foundations
Setting the right foundations was crucial for this rebrand. Before any design work began, we needed to establish a strong strategic framework that would inform every aspect of the brand's evolution. This ensured that Vector Logistics' new identity was not only visually compelling but also aligned with its long-term business goals.
Vision, mission, and values
Defined a clear and compelling direction that aligns with Vector Logistics’ future ambitions while respecting its legacy.
Target audience understanding
Conducted deep research into their customer base to shape brand messaging that resonates.
Market positioning
Analysed industry competitors and trends to establish a distinct, competitive position in the Sub-Saharan logistics market.
Tone and messaging
Developed a consistent brand voice that reflects trust, efficiency, and innovation. Created tag lines and value proposition.
Channel rollout planning
Strategised how the new brand would be introduced across digital, print, and environmental applications for maximum impact.
"Thank you for making us awesome" – Communications manager
Brand strategy, corporate identity and brand guidelines
A strong corporate identity and well-defined brand guidelines are crucial in ensuring a brand remains recognisable, consistent, and impactful across all platforms. They serve as the foundation for building trust, credibility, and differentiation in a competitive market
- Full logo redesign, maintaining the iconic encapsulation lozenge to retain brand familiarity.
- A new colour palette, introducing a fresh green to highlight sustainability and their refrigerated logistics expertise.
- A modernised typography and brand styling system, researched against competitors to ensure a unique yet familiar presence.
- Comprehensive brand guidelines to ensure consistency across digital and physical assets.
Digital transformation
A strong digital presence was essential to reinforce Vector Logistics' new identity and communicate its brand evolution effectively. The challenge was to ensure a seamless and impactful transition that aligned with the company's strategic goals and industry positioning.
- A full website redesign, completed under a tight deadline, including copywriting, UX/UI design, and ongoing management.
- New communication assets to reflect the revitalised brand across all touchpoints.
- A comprehensive social media strategy to enhance engagement and ensure a consistent brand presence across platforms.
- Custom-designed content templates to streamline and professionalise their social media and digital communication efforts.
Workplace branding and communications
Vector Logistics operates with a workforce of over 5,500 people, requiring a well-structured and engaging workplace brand identity. We developed an internal branding strategy that strengthened company culture, communication, and employee engagement.
- Office branding: Designed and implemented workplace visual branding to align with the organisations identity.
- Awareness campaigns: Created strategic internal communication campaigns to reinforce company values and initiatives.
- Learning & Development (L&D) materials: Developed training content and interactive learning resources.
- HR communications: Standardised employee messaging to ensure clarity and consistency.
- Uniform design: Created branded apparel to establish a cohesive look and strengthen the team identity.
Logistics branding – fleets, depots, and merchandising
A significant part of the rebrand involved rolling out the new identity across the extensive logistics network. This included:
- Fleet branding: Rebranded hundreds of trucks, including a unique identity for their pioneering electric truck fleet.
- Depot branding: Implemented a full-scale branding rollout across multiple depots in Southern Africa.
- Merchandising: Designed branded merchandise to enhance visibility and support brand engagement.
- Execution strategy: Ensured brand consistency by keeping all execution in-house, streamlining processes and maintaining high-quality standards.
Employer branding and training materials
- Development of a full employer branding strategy, strengthening Vector Logistics' position as an employer of choice.
- Creation of onboarding guides, company playbook, and training materials to support learning and development.
- Design of training spaces, careers pages, and LinkedIn branding to attract and retain top talent.
Brand experience – in person and virtually
A successful brand is more than just visuals – it’s about the experience it creates for customers, employees, and stakeholders. We ensured Vector Logistics' brand was not only seen, but felt through strategic touchpoints across digital and physical interactions.
Social media presence:
Developed content templates, a strategic social media content plan, and engaging content to build brand awareness and credibility.
Event branding:
Launched key company events through teaser videos, promotional campaigns, and strategic rollouts to maximise engagement.
Merchandising and gifting:
Designed and managed the production of branded merchandise and corporate gifting to strengthen brand recall.
Point-of-sale:
Ensured branding was consistently applied in customer-facing environments to reinforce trust and professionalism.
Consistency is key to delivering a memorable brand experience. By aligning all touch points – from digital to in-person interactions – we helped Vector Logistics create a cohesive and impactful brand presence that resonates with its audience.
Results and impact
While specific metrics are not available for public distribution, the rebrand successfully positioned Vector Logistics as a strong, future-forward company amid significant structural change.
The brand refresh strengthened brand equity, ensuring trust and continuity in a time of transition.
The rebrand's success was not just in its execution but in its speed – proving that agility is just as crucial in branding as it is in logistics.
Why Halo Media?
- A B2B branding agency with extensive experience in large company rebrands.
- A streamlined, in-house approach that ensured consistency across all brand elements.
- A strategic and research-led design process, balancing heritage with innovation.
- Proven ability to execute complex branding projects under tight timeframes.
The Vector Logistics rebrand shows how a strategic, well-executed transformation can boost brand recognition, engage stakeholders, and support business growth.
Strong branding creates a lasting impression and builds trust. If you're looking for a branding specialist to level up your company’s presence, let’s talk.
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