Baton is a leading European line haul logistics company that provides road transport services across 12 countries to large global logistics companies like DHL and DB Schenker. Realising its generic market positioning was being challenged by increasing competition; work began to define the company’s brand platform and provide a solid foundation to build a new visual identity.

The solution was built upon Baton’s goal to drive change and ensure diversity within the road transport industry. This mission is primarily expressed through the wordmark – Baton seeks to be the foundation of the change it aspires to – an organisation that is solid yet flexible, constantly adapting to the inevitable challenges of driving a conservative industry forward. The remainder of the identity employs considered and contemporary elements to communicate with a strength and confidence not often seen within their industry.

The process brought together a geographically and culturally diverse organisation behind one clear identity, building pride within the company and making a bold statement in the trucking industry.