Link Logistics People & Culture Branding

Link Logistics’ People & Culture branding project establishes a cohesive, ownable identity for the firm’s People & Culture function while remaining fully aligned with brand guidelines. The project’s objective was to create a design strong enough to stand on its own yet with the flexibility to integrate seamlessly across internal and external initiatives.
The design framework is organized around the department’s subfunctions: Talent Development, Well‑Being & Belonging and Pay & Rewards. The design system clearly defines these areas without creating silos, reinforcing People & Culture as the connective tissue that supports employee growth, health and recognition across the organization.
The result is flexible and intuitive branding that visually communicates employee connection and elevates People & Culture through thoughtful and human‑centered design.
o At the heart of the concept is the circle, chosen as the foundational design element. Its shape symbolizes the cornerstone of the visual system and symbolizes collaboration, connection, and recognition. The shape is found in each of the icons designed for Talent Development, Well‑Being & Belonging and Pay & Rewards.
o The color palette is anchored in the primary colors of red, yellow and blue with each color representing one of People & Culture’s subfunctions. Just as these colors blend to create limitless possibilities, People & Culture bring together people, ideas and experiences to elevate each other and the organization.
o The design concept’s people pattern is assigned to initiatives that relate to all three of People & Culture’s subfunctions by leveraging the primary color palette described above. It represents the unification of diverse backgrounds and perspectives, reinforcing the idea of “blending” leading to endless potential.
o Three-dimensional icons are designated for each of the department’s subfunctions and are meant to add depth and humanity to the standard subfunction icons through light, shadow, and spherical forms. They are intended for use in social media graphics, brochure covers, header backgrounds, animations, etc.