CNS PROVIDE REAL-TIME INFORMATION FOR TRADE THROUGHOUT THE UK. Ports, freight forwarders and terminal operators rely on CNS import and export information. Without them, international trade would grind to a halt. They came to me with an identity that was a lot less dynamic than their services. There was however heritage in both their logo and their tagline ‘keeping the information flowing’. So rather than revolution, an evolution that retained the overall form of their logo was suggested, with new colours and a tagline that worker harder. The three squares represented Air, Sea and Land, but this wasn’t clear to anyone who engaged with the original brand. I therefore ensured it was immediately obvious, by developing three icons to represent these three forms. The use of arrows throughout helped remind people that CNS kept that information flowing, and made their new identity as dynamic as their services.
THE AIR, SEA AND LAND ICONS were applied to a coloured background and placed on the reverse of all company stationery. The new colour palette formed the basis of PowerPoint templates, Word documents and other forms of company collateral. With the new visual identity in place, we developed ad templates and exhibition graphics using the newly created visual language of arrows, continuous flow and distinctive colour scheme. The result is a coherent, recognisable identity that not only explains the logo but also reinforces the tagline.