Simex Branding
A long-term partnership with Elder enabled a high-quality rebranding project for Simex.
To mark the company’s 35th anniversary, our goal was to retain the brand’s strong recognisability while introducing a modern evolution that symbolises new leadership.
About the Client
Founded in 1990 in Novi Sad, Simex d.o.o. specializes in freight forwarding and international transport, continuously adapting to market changes and the evolving needs of its partners. Today, the company operates across Europe, with its headquarters in Novi Sad and representative offices across Serbia.
Supported by its own fleet and comprehensive freight forwarding and transport services – from express deliveries to full truckload transport – the company delivers safe, efficient, and timely logistics solutions tailored to modern business challenges.
Challenge
Preserving deep-seated trust and recognition while forging a modern, digital-age identity. This process demands more than surface changes; it requires honoring core values and strategically evolving others. The goal is to retain loyal, long-standing customers while attracting a new generation.
Our Solution
The Elder team created a Basic Visual Identity Package in accordance with the company’s tradition which includes:
- Logo redesign;
- Color palette;
- Typography,
- Branding of print materials
(exterior brand material for company offices , e-mail signatures, sales decks, documents and corporate materials…)
Design Process
Our approach combined team workshops with the client, iterative logo sketching, and systematic refinement of brand elements.
Tools used:
- Adobe Photoshop
- Illustrator
- After Effects
- Figma
Impact
“Quality is always the easiest to remember” – which is why the final result features a clear, modern and strong visual identity.
More about the UX and UI solution we created for the Simex brand, coming soon on our website, along with a link to the live version.
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