Descartes Systems Group is a global leader in providing on-demand, software-as-a-service solutions for logistics-intensive businesses. With fast paced growth through various acquisitions, Descartes needed to define their brand story and visual identity to simplify communications of their complex suite of offerings and clearly convey their position as a leading logistics software company.
Retaining the equity from the previous triangular shaped Descartes symbol, an evolutionary wordmark was created, integrating a modernized version of the old identity to suggest a new horizon of forward movement. A comprehensive brand system was also created using conceptual pairings of logistics photography and icons to further communicate their many software products and services. Brand services included brand positioning, identity design and tagline creation, brand messaging, website design, collateral and copywriting, tradeshow design, stationery, PowerPoint design and brand style guide.
Descartes stock price leaped 10% the week after the new brand and website design launched! That's essentially a $54.4 million increase in market cap! Coincidence? Maybe. Maybe not.
The stock price has since leveled off, indicating that the new branding has sustainably added 10% to the value of the company.