Challenge As part of a significant rebranding project, PIM Global Logistics needed a logo. The previous design was not a match stylistically with newly adopted corporate direction and consequently missed opportunities symbolically represent the company PIM Global was becoming.
Click here to see this logo in action.
BayCreative Solution The flagship of this re-branding project, the new logo contains incorporates and better represents the values of PIM Logistics. The font is a new release of Palatino in a san-serif cut. The slightly hand-crafted, somewhat organic and very legible italic letter forms bring a warmth to the design that is approachable and personable, yet energetic and responsive. This harkens to the personal, high-touch service customers can expect to find with PIM Logistics. The angled swoosh, is very recognizable for this industry and brings an element of precision and movement. Probably the biggest change is the name itself -- PIM Logistics. The move to this from PIM Global, and emphasis on the acronym over the descriptive portion of the name, sets up for a possibly transition to PIM by itself and steers clear of the word "global" which is very broad in association and meaning and could conjure up irrelevant imagery and has potential to become a dated description, such as world-wide, or international.