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

We have been fortunate to work with Andrew and his creative team from the inception of our business. The design and execution of our site has been fundamental in winning over clients and establishing our footprint in a very crowded space. We also place great value on their input into our business process.

Vikram Aggarwal
CEO
Singapore
eat2eat
Quotation Mark

Thank you for the development of an updated brand image for Wah Yuet in China.

While originally contracted to produce a video highlighting Wah Yuet's manufacturing capabilities, it was apparent very quickly that your understanding of our requirements, combined with your experience, were the perfect fit to create a new logo and style guidelines for the company. While relatively small in scope, you were dedicated to the success of the project and I am pleased to say that you hit the bullseye!

Stephen Pollack
Marketing Director
Lexington, Kentucky, USA
Quotation Mark

The team at Digital Tsunami was incredibly responsive, delivering a solution well ahead of deadline. Their technical knowledge was exceptional, they were innovative, and they were very meticulous. What's more, they understood my business and technical requirements and translated them into a user-friendly, refined, professional site which is conceptually simple and cohesive.

Glenn Murray
Director
Sydney, NSW, Australia
Divine Write
Quotation Mark

You are a true professional Andrew, and your team was very impressive.

The results will be seen around the globe shortly as we embark on our new advertising campaign. I do greatly appreciate the extra lengths you went to under difficult circumstances, to help us achieve our goal.

Jamie MacDonald
Senior Manager, Consumer Marketing & Planning
Hong Kong
Hong Kong Tourism Board