A global leader in multimodal logistics rolls out a new brand that confidently delivers for their three unique audiences. 

Already a well-known leader within its industry, MODE desired to update its brand while maintaining the legacy and equity that had been built in its name and reputation within the market. The company had earned the respect of its agent network and customers since its founding in 1989, and it didn’t want stakeholders to feel as though MODE was venturing too far away from the company they had grown to trust.

The first step in the process was to hold to brand strategy workshops with MODE’s key leaders to get at the core of the company’s brand and reach clarity on its optimal positioning in the market. For the brand expression, confidence was the guiding light. An approachable but knowledgeable tone underscored MODE as an industry leader while still maintaining its friendly personality. A bold logotype with an own-able, dark teal was identified as the core brand color and harmonized the palette representing the air, land and sea modes of transportation logistics. The visual language gave a dynamic yet structured presence that also incorporated hints of the technology that was the backbone of the organization.

MODE revealed its new brand and has since received a steady stream of positive feedback from its employees and customers. The company’s independent agents were excited to have marketing materials that further instilled confidence within their client relationships and better demonstrated MODE’s key advantages. From an employer brand standpoint, the organization experienced an elevated level of interest within recruitment efforts.