M – N Associates Partners with GHTK on Rebrand Project

Image M — N Associates

M – N Associates has partnered with Vietnam-based logistics and delivery service provider Giao Hàng Tiết Kiệm (GHTK) on a rebrand project.

To deliver its next journey, GHTK shortened its name for a faster, friendlier, and easier recognizable brand appearance, said M – N Associates.

“The rebrand expands its organizational vision, brand strategy, design, internal culture, and brand experience, this rebrand reflects GHTK’s dedication to innovative solutions and encourages individuals (self-sufficient retailers) of all capabilities to engage with their delivery,” the agency said in a release.


 

Logo

The logotype draws inspiration from the motorcycle wheel, visual representations of narrow alleys on maps, and the rapidly evolving roadway transportation system. These elements are iconic imagery of Vietnamese traffic and form the basis of GHTK’s identity.

Alongside the new “Confident Smile” brand icon, designed for seamless digital application, it embodies the joy and assurance of both shippers and users.

Image via M — N Associates


 

Design Principles

Inspired deeply with the vibrancy of Vietnam’s traffic and transportation system, all influenced elements such as lighting, speed and sound become the design principles for GHTK brand elements, color choice and motions.

Multi-brand System and Emojis

The newly designed brand structure enables a more human-centric approach, facilitating further expansion and ensuring greater consistency across all sub-branding channels.

Image via M — N Associates

Speedy Branded Animation

“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,” said M – N Associates.

“This motion seeks to showcase the beauty of Vietnam’s lifestyle in an engaging and energetic manner.”

 

Typography

DJR Forma Text Black Italic as display branded typeface for bold and speedy appearance.

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