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

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Quotation Mark

Our take-away menu advertised TamarindThai.com.au, even though the site didn’t exist.

Digital Tsunami offered great ideas and design to set up a professional website that matches our name, ideas and style of the restaurant.

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Amy & Gabriel Rey
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Sydney, NSW, Australia
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We are very pleased with the end result. It was good to have you pushing us along for material in order that we met the agreed completion deadline - you certainly are good project managers!

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Managing Director
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Andrew and his team at Digital Tsunami were the developers behind our micro site for Fearless.

I like the way they work (efficient, effective) and delivered a great site, on time.

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Sydney, NSW, Australia
She Business
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By taking the time to understand our business, industry and vision, Digital Tsunami created a site that truly reflected our leadership position in the market and our strategic direction.

Digital Tsunami's expertise in visual design, photography, website navigation and business writing, resulted in an extremely effective website.

The project was expertly managed from end to end which resulted in a fast and efficient process.

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Finance Manager
Portland, Victoria, Australia
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