Giao Hang Tiet Kiem
Brand Design for M — N Associates
The transformation of GHTK's brand design authentically represents Vietnamese traffic and culture. Inspired by motorcycle wheels and alley maps, the redesigned logotype and Confident Smile icon convey joy and assurance through digital integration. Animated typography reflects the dynamic energy of Vietnam's urban landscapes, aiming to resonate with local audiences in the digital era. This innovative approach balances heritage with modernization, capturing the essence of Vietnam's vibrant urban life.
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GHTK Rebrand by M N Associates
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Brand Design by M N Associates
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M N Associates GHTK Rebrand
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M N Associates Brand Design
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M N Associates Design Team Photo
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M N AssociatesBrand Logo
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Unique Properties
Giao Hang Tiet Kiem (Saving Delivery or GHTK) is the biggest and leading logistics and delivery service providers in Vietnam. The brand plays a pivotal role in the logistics ecosystem of Vietnam, offering cost-effective, reliable, and efficient delivery services that cater to the diverse needs of businesses and individuals across the country. In January 2022, the brand was made the Vietnam National Brand, proudly recognized for its reliable and affordable delivery services.
Tags
branding, logistic, dynamic, vietnam, green, digital
Production Technology
We've crafted a dynamic motion for typography appearance, drawing inspiration from the rapid pace of Vietnam's traffic and the vibrant, colorful imagery captured through low shutter speeds. This motion seeks to showcase the beauty of Vietnam's lifestyle in an engaging and energetic manner.
Design Challenge
GHTK's brand transformation integrates Vietnamese traffic and culture with a modernized "Confident Smile" icon for digital appeal. Balancing heritage and innovation, it uses diverse design techniques like digital animation to capture Vietnam's dynamism and resonate with local audiences in the digital landscape.
Project Duration
The project was done within 6 months and was launched officially February 2024
Operation Flow
We've explored two operational directions: one focused on efficiency and scalability, streamlining processes for rapid growth and diverse client needs; the other on innovation and customer experience, aiming for unique solutions that enhance engagement. Evaluating these, we aim for a strategy optimizing operations while fostering creativity and customer-centricity, aligning with evolving goals and market demands.
Research
This abstract explores how Vietnam's dynamic traffic system, defined by lighting, speed, and sound, influences design principles. It investigates incorporating these urban elements into brand elements, colors, and motion graphics to create culturally resonant branding strategies, enhancing brand identity and engagement through urban vibrancy.
Inspiration
Inspired deeply with the vibrancy of Vietnam traffic and transportation system, all influenced elements such as lighting, speed and sound become the design principles for the brand elements, color choice and motions. The logotype draws from motorcycle wheels, alley maps, and transportation. Paired with the Confident Smile icon, it reflects joy and assurance for shippers and users. Dynamic typography mirrors the traffic pace and colorful imagery of Vietnam for engaging motion.
Image Credits
Photography by Wing Chan © M — N Associates 2024, Vietnam All right reserved
Project Overview
Giao Hang Tiet Kiem Brand Design has been a Silver winner in the Graphics, Illustration and Visual Communication Design award category in the year 2023 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
Silver Recognition
M — N Associates was recognized with the coveted Silver A' Design Award in 2024, a testament to excellence of their work Giao Hang Tiet Kiem Brand Design.
M — N Associates Press Releases
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M — N Associates Newsroom
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