New roundel-like brand embodies a new projection of togetherness for a trade association.

The world-wide organisation Chartered Institute of Logistics and Transport [CILT], the trade association for logistics and transport, has recently launched a brand new corporate identity. Breaking away from its past, the professional body has currently embraced a single brand image to represent all its offices in 31 different countries.

The rebrand features a simple circle surrounded by seven bold arrows. In addition, the logo has adopted a clean purple, white and beige colour scheme, which coordinates with its current website’s design. This is a vast divergence from the UK’s Institute’s separate red and blue past.

CILT’s chief executive, Steve Agg explains how the logo embodies a ‘‘confident message ‘Stronger Together’ [for] member countries around the globe.’’ Likewise, the concept of ‘togetherness’ is further emphasised by CILT’s president, Jim Steer and Institute’s UK chairman, Neil Ashworth.

The greater emphasis placed upon ‘unity’ is ‘‘refreshing’’ for the 93 year old organisation. Ashworth commented that he feels the rebrand will ‘‘communicate our core values more easily across the globe. We are particularly proud that our values of integrity and professionalism have been recognized by governments, educationalists and industry alike.”