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.

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

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

Andrew has provided Merrell Associates with reliable service, bringing a vast wealth of knowledge in IT to the task for more than the eight years I have been working here.

We have been helped by Andrew to solve all sorts of problems and if there isn't an immediate fix, solutions are found pretty quickly.

Andrew Rollason
Manager
Mosman, NSW, Australia
Merrell Associates
Quotation Mark

I could not be more delighted. Once again Thank You. You and your team at Digital Tsunami have been incredible.

Dan Usher
Founder
Sydney, NSW, Australia
if3
Quotation Mark

Andrew W Morse and the Digital Tsunami team are world class, creative professionals in the challenging and highly competitive business of web page design and utilisation.

He understands business, he understands marketing, he understands communication and he understands design. And most importantly, his web pages pay for themselves within weeks of going online.

Laurie K. Gilbert
Director
Shah Alam, Selangor, Malaysia
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