Western Group Brand Identity by Etymos

Strategy and identity design for Western Group, a logistics and forwarding services group based in the northwest of Mexico. The project involved comprehensive consulting, guiding the company through a name change and the creation of a solid identity strategy to stand out in the competitive logistics and port services market. The process focused on creating a strategic concept based on the west wind, symbolizing movement, direction, and fluidity, key attributes that Western Group sought to reflect. The visual identity was built around this idea, using a stylized symbol that evokes the movement of the wind with an adaptable form that allows for use on complex surfaces common to this type of business. The visual system incorporates green as the primary color, a choice uncommon among competito