Services
Brand Strategy, Naming, Logo and Visual Identity
Sector
Logistics, Transportation
Caterpillar Logistics was one of the most successful subsidiaries of Caterpillar, but supply chain management no longer fit the parent company’s long-term strategy. The division was sold and needed an entirely new brand, built as a standalone company generating $1.17 billion in net revenue. The challenge was starting from zero: no existing name, no brand recognition, and none of the equity that came with the Caterpillar name, all while the business kept running at full speed.
Brand Vision
Substance led the branding team through the full carve-out, designing a logo that captures the multi-directional nature of logistics itself, a mark that reads as both speed and organized complexity. The identity system extended across print collateral, direct mail, building signage, vehicle graphics, and clothing, everything a $1.17 billion logistics operation needed to show up consistently from the loading dock to the boardroom.
The tagline, Living, breathing logistics, carries a double meaning. Logistics isn’t just what Neovia does, it’s part of the company’s DNA, something they live and breathe. It also speaks to the constantly shifting landscape Neovia operates in, where the ability to adapt is the business.
The hexagon pattern at the core of the Neovia identity translates directly to the fleet, a visual expression of how intermodal logistics depends on every piece connecting to the next. On the road, it becomes Neovia in motion, a moving signal of the brand at full scale.
The campaign uses a visual split, half black-and-white, half color, to dramatize the gap between how the world sees a logistics part and how Neovia sees it. A wheel becomes a time-critical fleet component. An air brake becomes a threat to Q3 performance if it doesn’t arrive on schedule. The tagline ties it together: we embrace complexity so you can enjoy simplicity, a promise that Neovia is thinking several steps ahead so clients don’t have to.
