Ascend Studio designs new brand identity for Qargo

Backload TMS, a provider of AI-enabled transport management systems, has worked with London-based Ascend Studio to rebrand to Qargo. Ascend Studio developed a new brand identity and website that positions Qargo as a solution which frees and empowers business owners, offering simplicity in a disconnected industry.

Championing the brand’s values of innovation, efficiency, optimism and sustainability, Ascend Studio developed a brand strategy that engages and opens a dialogue with business owners and operation managers who share common problems. This sentiment is encapsulated in the value proposition, ‘grow your business, not your workload.’

The logo is designed to represent the coming together of the different tools and task required to execute transport operation in one completely AI powered web application. The shape is an isometric, 3-D stack of parcels forming the letter Q.

The isometric, animated icons and illustrations support the core brand, delivering key messages and adding clarity to the capabilities of the platform by highlighting key features and benefits in addition to specific functions of the interface. The vibrant green colour palette represents the company’s focus on sustainability with a digital edge. It is deliberately eye catching and is designed to challenge the industry stereotypes of sautéed and heavy colors like reds, dark greens and blacks.