CAP Logistics is a custom transportation solutions business providing air, ground, and ocean freight services to a wide range of industries. After 35 years in business, the leadership team was ready to establish a new, modern identity that is more in line with the worldwide scale and services they provide their customers. We worked with the CAP team to redesign and evolve their brand identity to position them as an industry leader.
Our inspiration for the visual system comes from freight boxes and forward movement. The multi-direction arrows in the icon represent CAP’s full-service logistics offerings and the primary goal of the company, that their customers can depend on them 24/7/365. The graphic elements used throughout the brand system complement the icon and emphasize forward movement, with the underlying meaning that the brand can move any logistics project in a positive direction. The color palette speaks to the company’s high standard and commitment to their customers. Yellow signifies positivity and energy. Navy signifies trust and confidence.
Photography embodies the CAP brand, communicates CAP’s service offerings, and represents the core industries of CAP’s customers.
Service icons and messaging were developed to communicate the six core services of the business – Air Expedite, Aircraft Charter, Ground, Managed Transportation Solutions, International Air and Ocean, and Project Management.
After working on the branding for CAP Logistics, Ozzmata developed the brand identity for Alliance Air Charter, positioning Alliance under the CAP brand architecture. You can view our work for Alliance Air Charter by clicking here.