Optim identity
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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.
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
Andrew and his team have supported Foodbank by providing web services for more than a decade.
In fact, they have just undertaken the first complete redevelopment of the original Foodbank website they built for us, and have been maintaining so ably since.
Andrew is creative and passionate and helps us to keep up, constantly looking for new ways to add value and improve our online communications channels.
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!
.. organised, meticulously detailed and yet flexible - always serving client needs to the highest standards. From a client perspective, you can expect high quality, timely completion and minimal fuss.
Foodbank has experienced unprecedented growth .. there is no doubt that the new Foodbank website, designed, built and maintained pro bono by Digital Tsunami, has been the principle tool in lifting Foodbank's profile. It is because our website is so engaging, that we have captured these donations. Foodbank just wouldn't be where we are today without Digital Tsunami.
Andrew was able to create an entirely new website in a short period of time and to budget. He and his team worked very well with both our Marketing and IT team.