Lippincott creates modern logistics brand for XPO spinoff

Global creative consultancy, Lippincott, worked with XPO Logistics to spinoff its supply chain management business into a new entity. The new company was poised to be the largest contract logistics provider in the world and needed a brand that would match the size of its ambition.

Working with the company’s 20-person leadership group, the teams collaborated across multiple workstreams including brand strategy, naming, tagline generation, logo and visual system design and website development.

Lippincott began by establishing a clear criteria: the new brand had to be differentiated from long-established competitors, while positioning itself as a next-gen leader among them. It also had to appeal to global audiences, investors and an existing customer base of blue-chip companies.

The core of the new brand was set by the company’s new purpose: to unlock logistics at full potential. From there, Lippincott established the name, GXO, which is a nod to the brand’s XPO heritage and was inspired by the idea that the company brings game-changing opportunities to customers and shareholders. The aim was for it to be short, impactful and memorable, able to stand out alone across customer and investor touchpoint like the company URL.

The new tagline, “Logistics at full potential,” brings the brand purpose to life for external audiences and signifies GXO’s commitment to push what’s possible every day to deliver the best results. For Lippincott, the visual identity needed to convey GXO’s technology-driven agility, its ability to execute with precision, and the confidence of an industry leader. The logo was the starting point, with customer lettering and bold colour aiming to reflect the company’s focus on performance.

Motion was purposefully considered so that the system behaves, feels and looks like the supply chain it represents. Across all digital platforms, video, print or on uniforms, each piece of the brand is designed to imply that this is a company that can unlock full potential.