Fuel Turns To Sid Lee For Corporate Rebranding Initiative

Fuel, the transport and logistics company partnered with Sid Lee to undertake a corporate rebranding initiative, a first for the company in their 13-year history. Unveiled in late March 2017, the new corporate identity not only introduced a new logo, website and blogging platform, but it also saw the transformation of Fuel’s office space, communication tools and launch of a new ad spot. 

“At Fuel, we believe in making human decisions before business decisions,” said Rob Piccioni, CEO of Fuel. “We wanted this rebranding to embody our core values while remaining approachable and offering top of the line customer service and support for our clients”. 

“Inspired by the shipping container as the core building block of transportation, the identity features a simple and adaptable graphic container. It grows and shrinks to hold what’s contained within it and was used to create a dynamic visual device that can scale with the wide variety of objects Fuel transports on a daily basis,” said Executive Creative Director, Jeffrey Dasilva  

This rebranding initiative was awarded four Design Cannes Lions at the 2017 ceremonies. Receiving one Silver Lion for Creation of a new Brand Identity (Corporate) and three Bronze Lions for Logo Design 

(Local Companies & Brands), Brand Collateral and Video/Moving Images