Design studio Studio Mast has carried out a major rebranding for Kobo, an African leader in innovation in integrated logistics solutions and truck brokerage. Kobo integrates end-to-end transport operations to help cargo owners, transport owners, drivers and cargo recipients create an efficient supply chain structure.
With convenient, easy-to-use mobile and web applications, Kobo reduces the risk of supply chain disruption, logistics bottlenecks and production costs. They achieve this by giving their drivers a real-time view of the traffic situation and creating an efficient value chain for all stakeholders in the supply chain.
Having become more famous in the field of technological solutions, Kobo decided to invest in the development of its brand. The previous identity did not provide for a unique symbol (trademark), there was only a font logo, this circumstance was the main reason for the rebranding.
The name of the company comes from the Nigerian kobo coin. Therefore, Studio Mast branding agency created a symbol inspired by this story and the round shape of the coin, as well as trying to convey the movement and global development of the client's business. The introduction of the symbol (brand name) immediately helped to increase the value of the brand and its recognition in the global market. In order for the symbol to have a sense of uniform and continuous movement, the designers built the sign on a grid with the same rigor that is used in road design.
When creating a new logo style, the designers proceeded from the graphics of the previous one in order to preserve a certain brand equity. In the previous font logo, the plastic letters “K” did not correspond to the nature of the company’s activities, therefore, during the rebranding, the drawing and plastic of the letters “K” and “B” began to contain visual references to the characteristic junction of roads and overpasses. In addition to not being consistent with the brand's global reach, the previous typeface logo had issues with legibility, reproducibility, and scaling. Studio Mast created a bold updated logo, keeping some continuity with the old one, but at the same time solving the problems outlined above.
In the process of developing a new identity, the brand's color palette was updated and expanded, a system for using colors and their combinations was created.
Previously, "Kobo" had a family of sub-brands that did not match the identity of the main brand. When working on the rebranding, the task was also to unite all sub-brands, thanks to which the parent brand “Kobo” became stronger, more famous and recognizable, as a stylistically unified set of sub-brands was formed.
Studio Mast has developed a Kobo brand system solution that uses a combination of grids and modular blocks inspired by stacked shipping containers to create a sense of logic and order. These principles apply in the digital and physical space of brand presence. The active use of the new symbol and circles immediately increases the value of the Kobo brand and its recognition.
Aside from the trucks themselves, the second most visible part of the brand's new identity are billboards and signs to help attract drivers to join Kobo or help them find their way. The design of the billboards is contrasting, concise and expressive, contains concise, clear messages, which helps the brand communicate effectively with the audience.
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