Logo design and Tagline for a company

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Project Description : To design the logo/typeface and create a tag-line for the company.

Company Name : Kelvin Logistics Pvt. Ltd.

Brand Name : Kelvin

Industry : Cold Chain, refrigerated logistics (refrigerated transport and warehousing)

Geographical Location : India (6 Offices Pan India)

Brand Attributes : Integrated, Service Oriented, Established, Trustworthy, Responsive, Progressive, Professional

Values : Customer First, Integrity, Excellence, Innovation, Teamwork

Vision : Improving Indian lives through excellence in customized, innovative and trusted cold chain solutions.

Mission : Achieving customer delight by creating, developing and providing reliable, timely and quality cold chain solutions.

Some Key Aspects which we would like to convey through the logo :

1- One stop shop for cold chain services: should showcase our capability to provide an integrated solution (Transportation + Warehousing + Value Added Services) catering to the complete requirements of a customer.

2- Established: Should leverage upon the 17 years of experience and expertise which we have in the industry, which is one of the highest as compared to the competition; resulting in confidence & trust.

3- Hub & Spoke Focus: Should convey our focus on developing expertise in all facets of cold chain requirements within a city (HUB)-including storage & distribution, as well as connecting different hubs through our Primary Transport (SPOKES) enabling us to deliver best within and to a city.

4- Approachable: Should be simple and easy to associate with.

Colour : Try to stay away from use of traditional blue colour as it has been over-used in the industry logos. However, open to good/innovative suggestions in blue as well.

Brief Company Overview :

Started in 1996 with a fleet size of 4 trucks.

Current Fleet Size of >100 trucks which will increase to 150+ by March’13

Currently has regional offices at 6 key locations in India

Acquired from MRL group (Promoter) by Ambit Pragma (PE Company) in July 2012.

Undergoing a re-branding exercise at the moment.

Vision to grow rapidly and become the preferred Integrated cold chain service provider across India, competing directly with Industry leaders such as Snowman Logistics and Radhakrishna Foodland.

Looking at rapid growth in Transportation with a vision to triple the fleet size by 2017.

Planning to open up additional branch offices across India

Looking to develop Cold Rooms/Storages for frozen and chilled storage, pan India.

Planning to develop a strong expertise in secondary/city distribution from our warehouses as well as other facilities.

Provide additional value added services and increase the overall service offerings.

Services Offered :

1- Products Transported/Stored :

Chilled (0 to -5 degrees)

Frozen ( -18 and below)

2- Industries Serviced

Processed Foods




QSR (Quick Service Restaurants)



Other Perishables

Key Customer Segments :

Food Product Manufacturers, Distributors, Clearing and forwarding agents, Hotels chains, Restaurant chains, Café’s, Institutional Food Services, Food Exporters/Importers, Agri producers, FMCG Companies, Retail chains, Cold Storages.

Our website : [url removed, login to view] (Old website, with earlier branding)

Key Competitors/ Industry Leaders :

India :

1- Snowman Logistics : [url removed, login to view]

2- Gati Kausar : [url removed, login to view]

3- ColdStar : [url removed, login to view]

4- ColdEx : [url removed, login to view]

5- Radhakrishna Foodland : [url removed, login to view]

International :

1- Swire - [url removed, login to view]

2- Americold - [url removed, login to view]

3- Versacold - [url removed, login to view]

4- Millard - [url removed, login to view]

5- Nichirei - [url removed, login to view]

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