Contemporary lower case lettering, a high energy arrow and striking blue and purple stripes form the basis for Start Design's new identity for Speedchain - a business-to-business supply chain enhancer for the logistics industry. The company plays a consultancy role for supply chain users and harnesses the power of the Internet to help businesses manage their supply chains.

 

"The challenge was to create a direct and strong identity to achieve stand-out in this typically uninspiring market", says a Start spokesman. "It was also vital to combine approachability with professionalism." Start had to appeal to a wide international and e-literate audience and, as a result, created a universal, contemporary marque. It will also feature on Speedchain's promotional literature, press ads and stationery.