ALBASSAMI LOGISTICS SOLUTIONS
Project Concept
CORPORATE VISUAL IDENTITY
Project Type
OVERVIEW / CHALLENGE
Albassami Logistics Solutions (BLS), one of the leading cargo transport companies in Saudi Arabia, approached me with the challenge of modernizing their brand while respecting more than five decades of heritage. The company is well known for its fleet of green trucks, a symbol of reliability, but they needed to move beyond tradition and reposition themselves with a modern identity that reflects trust, efficiency, commitment, and expertise. The challenge was to maintain recognition while building a design system that feels distinctive and future-ready.
PROCESS
The process began with an in-depth discovery phase to understand Albassami’s story, values, and competitive landscape. From there, I developed stylescapes that explored different creative directions while maintaining the company’s visual equity. These helped align leadership on how a modern logistics brand should look and feel.
I then presented multiple logo options, expanding the usual three into four concepts to ensure the leadership team could explore every viable direction. Typography, iconography, and identity rules were refined across applications — from fleet graphics to digital platforms — ensuring consistency and scalability.
RESULTS / OUTCOME
The final identity refresh introduced a cleaner, more contemporary brand system while retaining the trusted green that customers associate with Albassami. The updated color palette brought in a fresher mint accent, giving the brand greater clarity and presence. A complete logo suite, scalable typography system, and brand guidelines were delivered, creating consistency across trucks, uniforms, stationery, and digital touchpoints. The result was a renewed identity that honors Albassami’s 50-year legacy while positioning the company as a modern leader in logistics, ready to serve the next generation of clients with confidence and efficiency.
