Kuehne + Nagel
The Zurich based branding agency Leap Partners was commissioned with the redesign of the Kuehne+Nagel brand. In this tedious process, we have refined and optimized the logo of the global logistics company.
We have examined and refined the logotype in regards to the proportions of the letters, to the conciseness of the letters amongst each other, and to the spacing of the letters.
Extended research has been devoted to the design of the anchor and the circle. Following aspects have been researched: the stroke thickness of the circle, the stroke thickness of the anchor, the size and inclination of the interruptions.
Finally, the relationship between the typeface and the anchor was examined and matched to each other. The logotype has been prepared in regard to a multitude of uses in different sizes from very big to very small applications and optimized for digital devices.