Client
"Crailsheim Supply Organization" is the name of the Procter & Gamble's Logistics department in Crailsheim. The team wanted to summarize their identity and targets visually.
Briefing
The graphical representation of the complex requirements of the client has been a real challenge in this assignment. The department vision was: "To deliver the challenges of 99% customer service with a 10% less inventory year on year, we need a strong team in which everyone works hand in hand in the spirit of a boats team sailing to new horizons."
Idea
To summarize the complex briefing: "With 99% customer service in front of us we fly our flag with 10% cash reduction. This requires all hands on deck, a strong team like if we were sailing together on a boat."
A close look to the logo reveals that it consist of the department initials C.S.O. whereby the "C" forms the hull and the "O" together with the "S" build the sail on the mast with the 10 on the flag. The waves represent the 99 in front of the bow of the ship.
The use of the corporate blue scale underlines the maritime concept.