Optim identity

Close

Overview

Optim is a dynamic Australian logistics solutions provider, with exceptionally personalised service, an agile approach and decades of expertise. Specialising in challenging and critically time-sensitive projects, Optim has built a reputation for delivering the seemingly impossible.

Founded in 1992, Optim was in need of an identity refresh, to reflect a 21st century brand.

Digital Tsunami was commissioned to manage the transition. Creative Director Andrew W Morse commenced the creative process with consideration of the components which contribute to the identity: the name, the nature of the business and the brand philosophy. The unique company name was to be retained.

An icon, logotype and brandline were presented.

For the icon, the focal point was the capital ‘O’ of Optim. The impact, strength and completeness of a circle became the inspiration for a series of icon concepts and a nexus for both the global scope of the solutions delivered and the wholistic and agile approach to problem solving.

The circle reflects both the globe (around which Optim ships freight) and the shape of wheels on the many vehicles which are a part of any shipment’s journey.

Three visual concepts were developed in a series of iterations for the client’s consideration. Then, in close collaboration, an icon based on the Zen symbol Ensō was selected and refined. This freely drawn circular brushstroke represents a strength and a wholistic philosophy of life, yet it’s open shape reflects agility and the search for perfection.

For the brand name, a robust type face with character was found and then individualised by the addition of two straight lines, representing the wheel tracks of an aircraft, container porttainer and transtainer, truck or train.

The brandline, which encapsulates the scope of operations, the scale of oversize shipments and the effort which Optim devotes to delivering a superlative service, is: “Moving Heaven and Earth”.

As the range of top level domain names expands beyond dot com, the opportunity arose to select an appropriate domain name: Optim dot global!

In collaboration with Sean and Dee at Design Davey, Digital Tsunami delivered: a contemporary brand identity; brandline; colour palette; fonts; new domain name; electronic document templates; business cards and a brand style guide.

This identity has now been implemented across multiple visual assets: business cards, office signage, branded notepads, and a web presence. Future applications extend to a fully ‘wrapped’ prime mover.

optim.global

Details

Client: Optim Global Logistics
Solution/s: branding
Sector/s: logistics
Region/s: Asia / Pacific, Australia, EMEA, Americas, Africa
Language/s: English
Scope: identity development
Features brand development, logo development, print design, web development

From Our Clients

Quotation Mark

We are delighted with our new website and early feedback from clients and associates is very positive.

The overall impression is that it is a very professional, informative website and conveys the feeling that Sefiani is a quality organisation with skilled, friendly staff.

Thank you for all your help and patience in working with us for this successful outcome.

Robyn Sefiani
Managing Director
Sydney, NSW, Australia
Sefiani Communications Group
Quotation Mark

With a brief timeline to ensure we had a web presence and launch coinciding with our 10 year anniversary, Digital Tsunami delivered. On time. On budget. Great Effort!

Grant C. Duff
Head of Marketing
Sydney, NSW, Australia
Solvay Pharmaceuticals
Quotation Mark

Working with this team has been a delight and the resulting website far exceeds our expectations. All stages of the process were handled professionally, promptly and creatively. Discussions went smoothly, with flawless communication and suitable and sensible solutions whenever issues were raised. Time frames were either met or delivered early. The site was 100% accurate, indicating impressive attention to detail.

Without exception, the feedback on our site has been outstanding - clear and thoughtful layout, appropriate and interesting graphics and intuitive navigation.

Robyn Rix
Director (Vice President)
Neutral Bay, NSW, Australia
Quotation Mark

I'm very pleased with my new website. Clean, crisp and well-ordered. Many thanks to Andrew and the team at Digital Tsunami for their speedy work and dedicated follow up, ensuring a glitch-free launch!

Stephanie Oley
Writer, Editor, Translator
Sydney, NSW, Australia
Quotation Mark

The MULS Executive is delighted with this aesthetically pleasing, user friendly site.

We found Digital Tsunami to be a full-service operation and we are satisfied with the products delivered: from the (identity), banners, business cards, letterheads, to the student magazine.

Sebastian Hartford-Davis
President
Macquarie Park, NSW, Australia
Macquarie University Law Society