A sea change for Veconinter: Introducing a new identity

MEXICO CITY (16 May 2017) For almost 30 years Veconinter has been a trusted ally of shipping lines and non-vessel operating common carriers, with offices in more than 14 countries around the world. Landor partnered with Veconinter to reconceive its identity, creating a stronger brand for the company’s specialized services.

Veconinter logo before and after

Landor’s work with Veconinter transcends the standard shipping category by focusing on the people who are passionate and committed to the company’s innovative vision. This is conveyed through its new visual identity, which consists of a bold V shape and is a modernized, simplified take on Veconinter’s prior identity. The mark’s strong starting point reflects the company’s strength and growth, while the two colors—red and blue—speak to Veconinter’s adaptation to market challenges and its commitment to international expansion.

Veconinter Employee Uniforms with Identity

Not only is this brand identity a physical manifestation of change, it is also the beginning of a new shared vision that drives Veconinter’s efforts to adapt to today’s digital era.

Veconinter’s CEO, Leonardo Brea Matute, commented, “Our new logo better communicates what Veconinter stands for. The visual elements express our forward-thinking mindset without forgetting our heritage. The logo incorporates our vision of being an ally for our clients with know-how, digital tools, and a specialized team with 29 years of experience.”

Veconinter mobile application

Patricia Ilija, Veconinter’s communications manager, continued, “We wanted to show that our main driver is based around supporting our clients and providing innovative solutions to break down barriers together. Through technology, we allow our customers access to real-time information and control, giving them peace of mind and security.”

Veconinter Shipping Containers

Reflecting on the process of creating the new identity, Hector Asencio, a senior strategist at Landor Mexico City, said, “The great strength of the new brand is its ability to create relationships, making allies of Veconinter’s customers. Not only does it convey Veconinter’s focus on agility in logistics services, it also fosters confidence in Veconinter’s international trade capabilities, bringing its new philosophy to the world.”

Veconinter Shipping Containers Stacked

Damian Arce, design director at Landor Mexico City, concluded, “Veconinter is a brand built in two directions. It conveys security, vision, and confidence to customers, while inspiring and building a stronger sense of belonging internally.”

About Veconinter

Veconinter is a leading company founded in 1988 specializing in the administrative management of billing and collections for the maritime industry. It offers an integrated operational process to intermodal equipment.

The organization has offices in more than 14 countries and serves as a reference for the shipping sector due to its technological innovation, quality processes, and total satisfaction of clients. Veconinter works with 10 of the largest shipping lines worldwide.

For more information about Veconinter, please visit Veconinter.com.

About Landor

A global leader in brand consulting and design, Landor helps clients create agile brands that thrive in today’s dynamic, disruptive marketplace. Our work enables top brands—from Barclays to BMW and Tide to Taj—to stand for something while never standing still.

Landor’s branding services include strategy and positioning, identity and design, motion graphics, brand architecture, prototyping, innovation, naming and verbal identity, research and analytics, environments and experiences, engagement and activation, and interactive and media design.

Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Today, Landor has 25 offices in 19 countries, working with a broad spectrum of world-famous brands. Clients include Alitalia, Barclays, Bayer, BBC, BMW, BP, Cracker Barrel Old Country Store, FedEx, GE, Kraft Heinz, Huawei Technologies, Marriott International, Nike, Pernod Ricard, Procter & Gamble, S&P Global, Samsung, Sony, and Taj Group.

Landor is a member of WPP, the world’s largest marketing and communications firm. For more information, please visit Landor.com and follow Landor on LinkedIn, Facebook, Twitter, and Instagram.


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