GLS

Global rebrand

A new brand revolving around the idea of delivering parcels from person to person, rather than from A to B.

CHALLENGE

build a relationship with senders and receivers.

Move GLS from a functional brand into a more personal brand to build a relationship with both senders and receivers. Although GLS is a global brand; each country has a unique market position, is organized differently and has varying product offering and strengths.

A large billboard for GLS under a brick bridge features a three-panel design. The center shows a person in a paper rabbit mask, connected by a winding white line to the text "We see things differently" on the light blue left panel and "We think inside the box" on the dark blue right panel.

Four framed GLS posters are displayed side-by-side. Each poster uses a bright color palette (blue, green, pink, and light blue) and a signature winding white line to highlight services like their zero-emission fleet, greener delivery across Europe, and their reach as locals everywhere.

Several screens show the GLS website and mobile app across multiple devices. The interfaces use a clean design with a signature blue, yellow, and green color palette, featuring sections for European delivery times, tracking, and corporate responsibility.

APPROACH

Parcels to people.

Parcels are seen as a commodity, but at the same time people care a lot about them. However the market focuses on technical process and operational excellence. GLS realises that you are only as good as your last delivery, no matter any prior deliveries. And people understand that sometimes something can go wrong, as long as it’s not their shipment.

A blue GLS delivery van with white and yellow branding is shown against a light green background. A signature white winding line wraps around the side and back of the vehicle, ending in a blue dot.

SOLUTION

‘This is not a parcel.’

We redesigned the brand to show how GLS delivers not just parcels, but parcels to people. Coming from the belief that ‘it’s never just a parcel’, we put the businesses radical common sense first. This mentality is reflected in brand line, design language, tone of voice and was translated into the campaign construct ‘This is not a parcel’, built around the key interaction moment between GLS and their customers: the pick-up or delivery of a shipment.

A collection of circles in varying sizes and colors against a white background indicating the identity colors.

GLS