The Supply Chain & Logistics Association of Australia (SCLAA), is the largest network of supply chain professionals in the country. As a national-run association with divisions in each state, maintaining consistency across their various communication channels was difficult. The goal was to provide the association with a clear strategic direction and a unified voice to set a benchmark for all marketing opportunities.
The identity developed for SCLAA was centred around the idea of“A Pathway to Success”. The design provided a simple but strong logo device derived from SCLAA’s core values of being forward thinking, building connections, and forging new pathways for their members. The bold colour palette gave the brand impact and a unique style that set them apart from others in the industry. Because the design itself was strikingly simple, it gave the brand confidence with a strong and bold visual system that was easily rolled out onto all their marketing communications and collateral across both print and digital assets.
The sharp edges of the blade were taken from the counter space of the icon and strategically converted into a dynamic supporting visual system which speaks to SCLAA’s ability to cut through the noise and provide new and innovative industry pathways for its members.
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