Delivering India to the World, One Parcel at a Time
DTDC, one of India’s largest and most trusted logistics companies, has undergone a remarkable transformation to reposition itself as a leader in express logistics, ready to cater to a dynamic and evolving market. Known for its reliability and extensive network, DTDC has been a familiar name in every Indian household for over three decades. However, as the logistics landscape evolved rapidly with the rise of e-commerce and growing consumer expectations, the company recognised the need to modernise its brand identity to reflect its expanding capabilities and global ambitions.
The Power of Both
The challenge was clear: despite its vast presence and deep-rooted trust among customers, DTDC was often perceived as a traditional courier service. The brand's legacy, while strong, did not fully capture the company’s evolution into a comprehensive logistics powerhouse with an international footprint. To align its image with its enhanced service offerings and vision, DTDC partnered with Landor to spearhead a brand refresh that would honour its heritage while signalling a bold new era.
Landor’s creative strategy was anchored in the concept of "The Power of Both", a philosophy that blends contrasting attributes into a unified whole. This approach aimed to showcase DTDC’s ability to balance dependability with innovation, heart with head, and local expertise with global reach. The team embarked on extensive research, including market analysis and stakeholder interviews, to uncover insights that would guide the rebranding journey. The goal was to create a versatile and scalable identity system that would be instantly recognisable, adaptable, and aligned with the brand's strategic ambitions.
A New Look for a New Era: The Running Man Takes Flight
Central to the design execution was the evolution of the iconic "Running Man" logo, a symbol that has long represented speed and reliability. The refreshed logo leans forward, embodying movement, progress, and a commitment to prioritising the client’s business. The athletic grace of the figure, coupled with a raised parcel above his head, serves as a metaphor for DTDC’s dedication to delivering business success. This subtle yet powerful update captures the essence of a modern, agile, and client-focused logistics partner.
The visual identity system also introduced new graphic assets like the "Beacon" and the "Journey", which play a crucial role in the brand's storytelling. The Beacon, akin to a green cross for pharmacies, signals the availability of a reliable logistics partner right around the corner. The Journey, on the other hand, represents completed connections and fulfilled promises, embodying the narrative of quality service that DTDC delivers. Together, these assets create a cohesive visual language that feels fresh yet familiar, blending DTDC’s legacy with its forward-looking vision.
Rolling Out a Cohesive Identity System Across DTDC’s vast network
The rollout of the new identity was a comprehensive effort, spanning DTDC’s vast network of 14,000 centres across India as well as its growing international operations. The refreshed design was applied across multiple touchpoints — from delivery vehicles and uniforms to digital platforms like the website and mobile app. The updated colour palette ensured better visibility and durability, crucial for maintaining brand consistency in diverse environments, whether it's a bustling city or a remote rural area. By addressing practical challenges like dirt and wear on delivery vehicles, the new design not only enhanced the brand's aesthetic appeal but also improved its functionality and longevity.
The impact of the rebranding was immediate and far-reaching. The campaign generated over 113 million impressions on TVC and OTT platforms, along with an impressive 12 million social media engagements. Feedback from both customers and stakeholders highlighted a renewed perception of DTDC as a modern, efficient, and globally competitive logistics provider. The transformation effectively repositioned DTDC as more than just a courier company, reinforcing its identity as a comprehensive logistics partner capable of meeting the needs of a rapidly evolving market.
Delivering the Future
Looking to the future, DTDC aims to build on this strong foundation, expanding its global footprint and enhancing its service offerings. The refreshed identity is designed to grow with the company, adapting to new innovations in the logistics industry while staying true to its core values of trust, reliability, and excellence. As DTDC continues its journey, the brand is poised to lead the charge in India’s logistics sector, delivering not just packages but promises of quality, efficiency, and global connectivity. With a renewed focus on combining national efficiency with international access, DTDC is ready to deliver the world to your doorstep, one parcel at a time.
