Universal

Branding Logistics

  • Branding
  • Website
  • Design
  • Photography
  • Illustration
  • Video

Universal Logistics Holdings, Inc. is an international company and a full-service provider of customized transportation and logistics services. An industry-leader in Material Handling and Value-Added Services, Universal manages some of the nation’s largest, most complex and highest-velocity material handling facilities in the nation. Because they had acquired several other companies in recent years (each with their own brand recognition within the industry), Universal needed to unite them all under one name while increasing their brand perception and service communication in the process.

A before and after of Universal's previous logo to their newly designed logo
Universal logo with red and black
Universal Logo with red and white against a black background
Universal logo only using black
Universal logo that is white on a black background

People Driven Solutions

Universal reached out to us to help them re-brand and re-position their entire family of transportation and logistics companies. To communicate the foundation and complexity of their services for sales efforts and reflect their internal culture for driver recruiting campaigns, we created the tagline “People Driven Solutions.” Our team designed their new brand identity to uphold consistency across all of their service division logos both on-and-off the road to increase cross-selling opportunities.

Universal Dedicated logo
Universal Truckload logo
Universal Intermodal logo
Universal Value-Added logo
Universal Transportation logo
Universal Logistics logo
A booklet of Universal's Corporate Brand Identity Guidelines and business card

Diverse Industries with Specialized Needs

Starting with the content for their new website we developed, we worked directly with the CEO and VP team to assist in the restructuring of their service messaging across all company divisions. Our goal was to drive better prospecting and sales efforts from the website by consolidating and organizing all of their diverse service information and by utilizing visual elements to help the viewer identify and understand complex information faster.

An image of Universal's website on a laptop and mobile phone
Four tablets featuring different pages of Universal's website
A photo of four mobile phones with Universal's website on it.
A photo of Universal's website presenting two pages but one's on tablet and the other is on mobile, demonstrating flexibility between platforms.

Documenting Complex Processes

To shorten the long and complex sales process Universal was accustomed to, we illustrated infographics diagramming their extensive service processes to quickly and easily communicate what they do and how they do it. Additionally, we designed new sales materials, presentations and several White Papers to educate their prospects with clear and concise information.

An illustration of Universal's process from Inventory to Kit Building to Lineside and then finally Assembly.
An illustration demonstrating Universal's process from Inventory to Delivery to Assembly
Another image of Universal's process from Inbound to Transfer to Outbound
An illustration of Universal's process

We’re ready when you are.

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