Choosing a global logistics partner is a huge decision, far more important than most business concerns realize. What may seem to be a logical decision based on a comparison of quoted charges and other rational factors, is usually a case of emotions controlling rational thinking.
Research in decision neuroscience consistently confirms that business decisions, like all decisions, are driven mainly by emotions. Though counter-intuitive, people think visually using images, not words and figures. The logo design for logistics companies is extremely important as the first expression of the brand precisely because people think visually using images.
The logo must capture and visually communicate the core of brand’s value proposition to users of its services, so it’s easily remembered and readily associated with the brand. Using AIRMARINE’s logo goals as our guide, we selected gradients of the colour blue from turquoise to deep blue to reflect the sky to the depths of the sea. Some colours are hard-wired to trigger specific emotions in most people. Blue is hard-wired to trigger feelings of tranquil serenity. This includes the subsets of honesty, experienced wisdom, and dedicated loyalty. In addition, blue represents the depth of AIRMARINE’s commitment to satisfied logistics partners.
