Logistics company King Solutions had a reputation for flawlessly executing creative solutions tailored to customer needs, and was poised for substantial growth. They knew the time was right for identifying a clear, differentiating position in the marketplace, and brought in FAME to help them through the process. After defining their niche in the industry, we reinvigorated their brand identity, creating a new look that reflected the brand’s polish and professionalism, while incorporating a few custom touches to underscore the strength of their personalized service.

In an effort to keep the King name telegraphic and top of mind for customers, FAME designed a crown as the new mark. Within the crown, there are layers of discovery, making additional connections to their business, values and heritage. The box represents international freight, the heart symbolizes customized care, and converging lines reinforce the idea of logistics. The entire system revolves around the idea of three—representing the partnership of carriers, customers and King.

Using the angles and dimensionality of the box within the mark, we created a branded pattern, embossed and foil stamped in select instances to add depth and texture. To stand out in the category we used a vibrant, diverse color palette to accent pieces. We also brought more humanity to the brand voice, positioning King as people who truly care enough about their customers to get to know them and understand the nuances of their problems in order to best solve them.