Baton

Baton is a leading European line-haul logistics company  that provides road transport services to large global logistics companies like DHL and DB Schenker.  With their generic market positioning challenged by increasing competition, we redefined their brand platform and developed a new visual identity. The solution was built upon Baton's goal to drive change and ensure diversity within the road transport industry. This mission is primarily expressed through the wordmark – Baton seeks to be the foundation of the change it aspires to – and its impact on the rest of the identity. Baton is solid yet flexible, constantly adapting to the challenges of driving a conservative industry forward. __ Creative direction.