Everyone knows them: the large, colorful shipping containers seen across the globe. Yet, very few people are familiar with the companies that trade them. CONICAL is one of the oldest of these companies in Germany. Pentagram's Berlin office has completely redesigned the brand identity for CONICAL and repositioned the brand.

The team designed a maritime-inspired logo featuring a compass rose inside a circular "C," evoking a compass and symbolizing worldliness, foresight, and prudence. For the brand name, the designer's developed a typeface with letters that appear both robust and friendly, radiating reliability. The company’s original corporate color—yellow—was retained and paired with an elegant, dark blue-grey.

With the new claim, The Magic Of Connecting The World And Its People, the goal was to highlight something people are often unaware of: that our world would not function without containers. Between 80% and 90% of global trade is conducted by sea, and over 95% of these goods are shipped in containers.