Even though it’s about people and places, logistics is a cold, mechanical category. Delhivery do it different. Their brand of business is human-led and machine-driven, using both these pillars to become the country’s finest B2B and B2C shippers.

 

We started things off with the brand’s tone and positioning. There was a definitive need to stand out in a sea of established, traditionally corporate competition. This began with our strapline: a simple, everyday phrase that’s human at heart, and yet speaks to Delhivery’s ultimate quest : Small world.

 
 
 
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Everyone talks about speed and efficiency, but we get into the how. Delhivery use their cutting-edge tech to take things places— this is represented by a custom-made bold neo-modernist font that leaves out a square at either corners of the wordmark. This ‘missing’ shape conveys the origin and destination points of every package, depicting the brand itself as the connecting path.

 
 
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Deconstructing the wheel

 

It may all be about getting from A to B, but just because it is simple doesn’t mean it’s easy. To represent the many aspects of everyday business, we created a visual device inspired by, fittingly, an invention that did its fair bit of moving about.

Comprised of seven pieces inside a square, the tangram was a wildly popular puzzle game that originated in China. Trade ships in the early 19th century brought it to every corner of Europe, where it gained widespread popularity: a true cultural export.

We chose this device to convey the complexities and layers of everyday business. Inside a comprehensive iconography system, each of its seven pieces twist and turn to take on new forms and depict the oft-invisible aspects of logistics.

 
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