Background:

KGL Holding (Kuwait & Gulf Link Holding Company) was established in 1956 and is listed on the Kuwait Stock Exchange. With 11 business units operating across the MENA region in diversified fields, still KGL core-competencies lies in Integrated Transportation, Logistics and Supply Chain Management Services.

The need to redesign the logo was sparked by the client’s desire to have a unified look and feel of his various businesses unites by making them visually consistent and connected to each other while being easily recognizable. 

Before:

Solution:

Following a series of in-depth studies of the KGL corporate brand, which included both internal and external deliberations, it was concluded that there is a need to unify the look and feel of the identities pertaining to KGL Holding. This decision took into account the well-established KGL brand equity. 

In some of the logos we had to change them subtly while others had to be completely redesigned in order to achieve a more consistent and coherent image that is visually linked to KGL Holding through typographic and color scheme treatments.

The only things we decided to keep from the previous designs were the stylized KGL initials after modifying them and the basic color scheme.

We decided that the KGL initials had to be redrawn to amend the imperfections inherited from the previous design and even though the original color scheme was maintained; the color scheme was enhanced by means of incorporating more contemporary and vibrant tones of their corporate colors (orange and blue) to signal the rejuvenation of the KGL brand.

The choice of contrast in the color scheme results in the clashing of a warm color and a cool color, which also adds to the visual impact of the logo. (The previous orange color was a four-color job! We simplified it to a two-color job.) This on its own was an important cost saving solution taking into consideration the multiple executions of the logos on various media including extensive livery.

Final result:

All of the elements symbols, initials and names of each identity are pulled together so that it reads as a single unit now, whereas the previous logos were somewhat disjointed due to the space between the symbol and the companies logotypes. KGL appreciated the reduction in the production costs of the logo to two colors instead of the previous four-color. It also assured consistent color depiction.

However working on a series of logos simultaneously for the same organization is not an easy task and was time consuming as it took six months to finalize everything including a CIM (Corporate Identity Manual).

The modern curvier typeface has been specifically selected out of thousands of fonts for the dual purpose of contrasting the KGL initials as well as to blend with the circular form of the globe represented in the logo.

After: