Tels Cargo
Branding for TELS Cargo
The design of Tels Cargo represents a transformation of brand identity, beginning with a new logo that balances its heritage and forward thinking philosophy. The visual language extends across truck decals, promotional materials, and an exhibition stand, each element unified to create a consistent and impactful representation. The cohesive integration of these elements elevates the brand’s presence in the automotive cargo industry, highlighting precision and professionalism throughout. Crafted to resonate across multiple touchpoints, the design conveys strength, innovation, and continuity.
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Download Press Kit № 172023 Branding for TELS Cargo by Nargiza Usmanova to access high-res images, essential texts, translations, and exclusive interviews—all in one.
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Tels Cargo by Nargiza Usmanova
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Branding by Nargiza Usmanova
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Nargiza Usmanova Tels Cargo
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Nargiza Usmanova Branding
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Nargiza Usmanova Designer Portrait Photo
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TELS CargoBrand Logo
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Unique Properties
TELS Cargo is a well-established brand in the European transportation market, clearly focusing on automotive cargo transportation. Our team led the brand identity transformation, starting with the logo redesign, ensuring continuity while reinforcing the company’s new direction. Beyond the logo, we developed a comprehensive brand identity, including truck decals, promotional materials, and an exhibition stand design, creating a cohesive and powerful visual presence.
Tags
Branding, Identity, Graphic design, Logo design, Visual design
Production Technology
All advertising product layouts are created using graphic design software.
Design Challenge
The hardest part of this design activity was integrating the TELS Group's historical brand legacy with TELS Cargo's new strategic direction. This process faced creative challenges such as balancing tradition with innovation. Internally, the historical significance and social identity of the brand were pivotal, while externally, legal constraints, production capabilities, tech advancements, and access to information posed additional hurdles.
Project Duration
The project began at the start of 2022 and was completed by the end of 2023 in Toronto.
Operation Flow
All advertising products were developed to enhance the company’s image and build customer trust, while also fulfilling the company’s daily office and communication needs.
Research
A dynamic, modern visual style was crafted for TELS Cargo, reflecting professionalism and forward thinking. Conceptual imagery with a tech-inspired touch emphasized innovation and movement in transportation. A gray and bold orange palette reinforced the brand's identity, with orange symbolizing sun, light, and optimism. The design balanced energy, confidence, and a sleek, stylish aesthetic.
Inspiration
The inspiration for the new company logo retains key elements of the TELS brand – its typography, colour palette, and signature five-stripe graphic symbolizing a pallet (a skid) – to ensure continuity and recognition. To reflect dynamism and harmony, we introduced a circular element representing the sun and light. A unique touch is the seamless connection between 'G' and 'O' in Cargo, subtly reinforcing movement, as 'GO' signifies motion and progress.
Image Credits
Image #N1 : Photographer Maxim Zinchuk Image #N2 : Photographer Maxim Zinchuk Image #N3 : Photographer Maxim Zinchuk Image #N4 : Photographer Maxim Zinchuk Image #N5 : Photographer Maxim Zinchuk
Project Overview
Tels Cargo Branding has been a Iron winner in the Advertising, Marketing and Communication Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.
Iron Recognition
Nargiza Usmanova was recognized with the coveted Iron A' Design Award in 2025, a testament to excellence of their work Tels Cargo Branding.
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