Peko Spedycja
Peko Spedycja is a prime example of a company where, over time, the visual identity had drifted significantly from the brand’s true character and strategy. My task was to get the visual layer back on track – rebuilding an image that aligns with the company’s spirit and profile, without losing the brand recognition built over more than 20 years. Working closely with Peko’s marketing department, we defined a clear scope of work: a bold and distinct logo refresh, paired with a subtle refinement of the remaining visual identity components.
The primary goal was to shift away from being perceived strictly as a trucking firm and reposition the brand as a professional transport partner. Peko Spedycja offers an extensive range of services – from handling all formalities and transit oversight to providing legal and insurance advice. Every client is assigned a dedicated account manager who tailors the entire process to their individual needs. Flexibility, accessibility, reliability, and building long-term relationships – the new identity had to communicate these core values above all else.
The outdated and dysfunctional logo required the most effort. After extensive exploration, I finally landed on the right aesthetic. For the typography, I developed a custom, geometric typeface featuring unique accents. As for the logomark, I enhanced it with subtly rounded corners and refined the overall proportions and layout. By introducing more white space, I achieved a lighter, more modern character.
The wave motif was a key visual element for Peko Spedycja. The company is based in Gdańsk, a major maritime hub and it focuses primarily on maritime transport. The wave motif was set to highlight that. The previous pattern, while well-conceived, ultimately proved chaotic and difficult to implement. I created a simpler and more subtle alternative: a rhythmic pattern designed to be modular and easily expandable.
The result of these efforts is a strong, functional, and consistent brand image that perfectly aligns with the company’s strategy. We have elevated the overall aesthetic while preserving the hard-earned brand recognition. This refreshed identity clearly communicates Peko Spedycja’s core values and resonates with its target audience, providing a distinct competitive edge.
