Designers: Rodney Abbot, Michael D’Esopo, Emily Guilmette, Michael Guerin, Julius Roberge, Aline Kim, Andrew McCarthy, Bo Hwang, Dimitri Theodoropoulous, Emiko Osaka, Jenna Moss, Laura Dawson, Laura Schroeder, Rui Maekawa, Valerie Garral, Wesley Tibbs, and Chet Purtila, Lippincott, New York, New York, USA
Client: GXO Logistics, Inc., Greenwich, Connecticut, USA
How do you claim leadership in a fragmented and dynamic industry? This was the challenge XPO Logistics brought to Lippincott when it made the strategic choice to spin off its supply chain management business into a new entity.
This new company was poised to be the largest pure-play contract logistics provider in the world, and it needed a brand that would match the size of its ambition. All in a mere six and a half weeks.
Lippincott established clear criteria: the new brand had to be differentiated from long-established competitors, while positioning itself as a next-gen leader among them, and appeal to global audiences, investors and an existing customer base of blue-chip companies.
Our North Star was set by the company’s new purpose: to unlock logistics at full potential. From there, we established the name, GXO. A nod to the brand’s XPO heritage, it’s inspired by the idea that the company brings game-changing opportunities to customers, employees and shareholders.
The visual execution of the brand was the heart of shifting perceptions of what a contract logistics company can do. The system needed to convey GXO’s technology-driven agility, its ability to execute with precision, and the confidence of an industry leader. The logo was our starting point; custom lettering and bold color assert the company’s focus on performance.
The choice of imagery, patterns, typography and illustrations reflects a world of data and highly efficient robotics. Motion was purposefully considered throughout the site so that the system behaves, feels and looks like the powerful supply chain it represents. Whether across all digital platforms, video, print or even on uniforms, each piece of the brand is designed to imply that this is a company that can unlock full potential.
The GXO brand was fully revealed to the world at the New York Stock Exchange on August 2, 2021. Fast forward less than a year and GXO made it onto the Fortune 500 list. With a revenue of $7.9 billion for the 2021 fiscal year, GXO ranks No. 1 among pure-play contract logistics companies in the U.S. GXO customers include over 30% of the Fortune 100 companies, and the company’s robust sales pipeline — which stood at $2.5 billion as of March 31, 2022 — provides excellent opportunities for future growth.
