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Logo Savvy by Dann Ilicic, Perry Chua

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Job: 10-91288 Title: RP: logo Sauuy
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Logo Savvy
56
Text
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
T
vi
to
Job: 10-91288 Title: RP: logo Sauuy
11-AC38962 #175 Dtp: 120 Page: 56
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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
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
Text
Job: 10-91288 Title: RP: logo Sauuy
#175 Dtp: 120 Page: 57
Text
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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Future
short, s
describ
articula
articula
hook th
viscera
magen
can sta
a great
was esp
becaus
print a
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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Text
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