Logo Savvy

Job: 10-91288 Title: RP: logo Sauuy

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Logo Savvy

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DE SIG N

FUTURE

B

CR EATI V

CHARME

DE SIG N

E

KIM KOKY

CL IEN T

ATS ABO

FutureBrand’s objective for naming this delivery

company in the Philippines was to create a short,

snappy noun that described the nature of the

business. The immediacy of the brand is additionally

reinforced in the logo’s arrowhead.

GOING T OGETHER

When the Aboitiz Transport Group decided to integrate two

of its smaller Philippines-based companies, Aboitiz One (a

courier and transportation company) and WG&A (freight

and logistics) were rebranded to create 2GO, an integrated

logistics solutions provider. Offering a fully customizable suite

of supply-chain solutions and services, 2GO’s full-service

brand positioning was de ned as “a passion for delivery.”

Validated through a culture of dynamism and commitment to

deliver, 2GO had the technology, network, and relationships to

provide total supply-chain services across the Philippines.

With the brand positioning, FutureBrand developed key

brand attributes as the building blocks of the 2GO brand by

assigning behavioral characteristics. These attributes re ect

the dynamic Filipino culture, focus on strong relationships

with customers and trade partners, and accentuate the best-

of-class distribution-channel management and technology that

provide 2GO with the con dence and ability to deliver.

NAMIN G 2GO

The name 2GO was developed by FutureBrand to not

only re ect the brand positioning, but also to capture the

imagination of the local business population, where a

perception gap existed between the capabilities of the local

and international logistic companies.

The process of generating names started with applying a

number of different  lters during a series of work sessions.

The names were then evaluated against the positioning and

key imperatives for the brand. A  nal shortlist was presented

to the board together with selection rationales. From the

 nalists, the senior management team unanimously selected

2GO as the preferred name.

2GO

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to

Job: 10-91288 Title: RP: logo Sauuy

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288 Title: RP: logo Sauuy

#175 Dtp: 120 Page: 56

Job: 10-91288 Title: RP: logo Sauuy

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Job: 10-91288 Title: RP: logo Sauuy

#175 Dtp: 120 Page: 57

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288 Title: RP: logo Sauuy

#175 Dtp: 120 Page: 56

Job: 10-91288 Title: RP: logo Sauuy

#175 Dtp: 120 Page: 57

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Job: 10-91288 Title: RP: logo Sauuy

#175 Dtp: 120 Page: 57

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DE SIG N FIR M

FU TUR EB R AN D

CR EATI VE DI R EC TOR

CH ARM E SCO TT

DE SIG NE R

KI M K OK Y U

CL IEN T

ATS A BOI TI Z T RAN SP O RT S Y ST EMS

The 2GO visual communication system was designed to be

visually arresting, simple to implement, and  exible enough

to expand with the plethora of required applications.

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Job: 10-91288 Title: RP: logo Sauuy

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2GO’s 1,000 road vehicles, 200,000 containers, and  eet of

planes act as a constant source of local pride, especially as a

competitor to the more recognizable international players.

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