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GXO: Launching a global leader in logistics
Winner - Silver
Designer: Rodney Abbot - Senior Partner, Design
Design Type: Brand Identity, logos
Company / Organization / School: Lippincott
Team Members: Brad Jacobs, XPO Logistics, Inc.; Malcom Wilson, GXO Logistics, Inc.; Rodney Abbot, Michael D’Esopo, Emily Guilmette, Michael Guerin, Julius Roberge & Aline Kim, Lippincott
Lippincott partnered with the GXO team, helmed by XPO CEO and Chairman, Brad Jacobs and the new CEO, Malcolm Wilson, across multiple, concurrent workstreams including brand strategy, naming, tagline generation, logo and visual system design, website development and more. GXO had to be differentiated from long-established competitors, while positioning itself as a next-gen leader among them, and appeal to global audiences, investors and an existing customer base of blue-chip companies. Our North Star was set by the company’s new purpose: to unlock logistics at full potential. The visual system needed to convey GXO’s technology-driven agility, its ability to execute with precision, and the confidence of an industry leader. The custom lettering and bold color in the new logo assert the company’s focus on performance. The choice of imagery, typography and illustrations reflects a world of data and highly efficient robotics. Motion was purposefully considered so that the system behaves, feels and looks like the powerful supply chain it represents. Whether across all digital platforms, video, print or on uniforms, each piece of the brand is designed to imply that this is a company that can unlock full potential.