Rejuvenating a signature brand for future success
In today’s world of continuous and unpredictable disruption, Odyssey Logistics saw a need to rejuvenate their brand to position itself for the future and note a new emphasis on the “One Odyssey” concept, rather than a collection of divisions. Aside from the corporate logo, which holds equity in the industry, Leverage was tasked with revisiting every element of the brand identity to support this goal.
After conducting deep research of the competitive landscape, we identified numerous opportunities to raise the bar—and leap over it. We adjusted and expanded the color palette, adding vibrancy, depth, and flexibility. New complementary typefaces were recommended and selected to replace prior default selections. The third core component was the creation of a specific and flexible graphic element, the “Odyssey angle,” derived from the italic lean of the logo, and conveying speed, progress, and interconnectedness.
With these new components of color, type, and shape, we developed exciting new layouts for everything from print collateral to email signatures, all with an eye toward demonstrating Odyssey’s dynamic capabilities. We even took the opportunity to enhance the selection of photography, always moving in the direction of contextual accuracy and visual impact.
This identity program has enabled a new era of unified storytelling to describe the vast and diverse capabilities of Odyssey’s network and personnel. From sponsored content to tradeshows, the new brand system allows for dynamism and flexibility, just like Odyssey’s own incredible organization.
