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Logistics Company.

ASL PARTNERS.

Concept

Private client
Lisbon | 2023
purpose.

The main objective of the project was to establish a company image that inspires confidence in handling complex processes. We sought to base the concept on simple yet subtle associations.

Navigation and Precision in Action.

The visual concept is based on the effect of photographing the starry sky with a long exposure: the radial lines swirling around a central point represent the movement of the stars around the North Star. This motif has been transformed into clean, minimalist graphics, which form the basis for the brand’s signature pattern and visual identity.
The logo is the ASL monogram inscribed within a circle, symbolizing connection and unity. It conveys technical sophistication, precision, and structure, while the brand’s signature color palette and materials convey the brand’s durability and reliability.
project concept and solutions.

Project details.

The North Star
ASL’s corporate identity is based on the metaphor of the North Star — a symbol of navigation that unites the company’s three core areas: aviation, sales, and logistics. They all relate to movement, routes, and landmarks.
Brand Consistency
Every action taken on behalf of the brand should look and sound consistent. Visual consistency implies uniformity across all elements of a brand’s design, and we have sought to illustrate this concept through specific practical examples.
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