T-Express
CANADA | Branding & Visual Identity, On/Offline Design, Webdesign
A logistics brand, rebuilt for speed
T-Express is a logistics brand from Canada. The old identity used excessive lines to show speed and movement, and they hurt readability. The rebrand made the graphics simpler so the name reads clearly, and it kept the red and a sense of motion.
One symbol. Red and black.
The new symbol fuses the letter T with a lightning bolt to show energy and speed. The colour sheet sets traditional red at 85% and black at 15%, and the type sheet shows the Montserrat family.
Rebranding
Excessive lines meant to show speed and movement were hurting readability and cluttering the composition. To make the brand name clearly recognised, the graphic elements had to be simpler.
The result is a solid, custom logo that fixes the phonetic readability and strengthens the brand identity. The new version keeps the red and a sense of motion, with one line that recalls the memory of the previous identity. Extra elements were removed, so the brand is clearer and has more impact.
A T and a lightning bolt
The developed symbol fuses the letter T with a lightning bolt, detailed to emphasise dynamism and energy. This composition subtly and effectively communicates the brand name and its activity.
Logo, colour, type and the brand in use
The identity works as a system: three logo versions, a colour sheet, a type sheet, three photo mockups and thirteen applications, from signs and stationery to vans, a plane, shirts and posters.
One mark, three versions
The logo comes in red, black and white, so it fits any background.
Red, black and Montserrat
The colour sheet gives traditional red as HEX EE3239 (Pantone Warm Red C) and black as HEX 373435. The type sheet shows the Montserrat family.
Real places, real surfaces
Three photo mockups show the brand on a building sign, on stationery and inside an office.
Thirteen applications
Tap any image to see it larger.
Advertise on air, sea and land
Extra details were added to show speed and versatility. This makes the brand easier to apply and allows a symbolic use that did not exist before.
Symbol and logotype together make the brand more dynamic and conceptual. It clearly says its name and adapts easily to different applications. The new identity was also built with strict technical rules, so it keeps a standard, a balance and a good use of colour.
Celebrate 40 years
The graphic concepts reinforce the brand communication and set it apart from the corporate identity.
Air, sea and road
A distinctive visual language
With these elements, graphics were built to speak directly to the audience, using a distinctive and immersive visual language.
Website
The new website reflects the evolution of the brand. It turns the renewed identity into a modern, intuitive and engaging digital experience.
The design follows the rebrand. It gives smooth navigation, clear communication and strong visual impact, so the brand stands out and shows its values.
Results
Campaigns, advertising, concept and marketing strategies strengthened the presence of the brand, consolidating its identity and expanding its reach. Communication became more direct and impactful, which brought higher audience engagement and stronger brand positioning.
The mix of visual elements, strategic narratives and digital activations made the connection with the target audience more effective. It led to more recognition, more conversions and more market impact.
When you think of logistics
The line appears on the signs, posters, vehicles and sheets across the whole system.
Art direction, concepts and key visuals.
I worked as Art Director on the T-Express rebrand. I created the concepts and the key visuals across branding and visual identity, on and offline design, and webdesign.