Adam Thomas on Reimagining Unilode’s Brand Identity

Unilode was conceived as the new brand identity for CHEP Aerospace Solutions, one of the world’s leading providers of aviation solutions and the largest global manager of Unit Load Devices (ULDs). The rebrand was about more than a name – it was about unifying a complex business under a distinctive, enduring identity that could carry it into the future of aviation logistics. Spinach Branding’s creative director, Adam Thomas, explains the thinking behind reimagining the brand and creating a name with both meaning and longevity.

How did you come to the Unilode brand name?

Unilode was one of at least a hundred names we developed from our research but it stood out from the rest due to a number of factors. Firstly, it is unique to the client’s business; the name takes its letters from ‘unit load device’ which are the aviation components at the heart of their business. Secondly, it feels accessible and international and the ‘uni’ (universal, unique, uniform) really helps with that. The phonetic sound of ‘lode’ also echoes terms such as load and payload which are widespread across the aviation industry, and fortuitously it’s also an old English word meaning rich source or supply. Lastly, it’s completely made up and unique which meant we could secure an exact match domain name. The client loved it for all these reasons too.

What inspired the logo design?

Although we were creating a new name and brand, the client was a well-established and respected player within their industry. With this in mind we wanted to create something that felt solid yet understated and that wouldn’t detract from the many partner logos it would have to sit beside in the future. We constructed it using strong modular elements that combine to create the ‘u’ but also reference the characteristic cut-away corner of the most common ULD. In addition, we sharpened the stems of the ‘u’ to create a set of geometric wings, symbolising upward movement and flight.

… and the typeface?

The wordmark was designed to stand out but not to overpower as it needed to appear on containers and on runways partnered with other brands. We crafted a condensed sans serif face as this allowed for greater scale without taking too much surface area on the side of the containers. It was important that the brand didn’t feel too modern or startup, so we created a wordmark and logo that would reflect the longstanding reputation and international scale of the business.

What were the challenges of working with such a large, international firm?

We have worked with and continue to work with similar sized brands but the requirements of this job were particular: we had to deliver the new name and brand within a tight frame of three weeks. The brand was due to be launched in Abu Dhabi in March so it was imperative that our team remained calm and focused throughout and that maximum client contact was maintained with regular trips to their offices in Zurich. Thankfully, the client were also extremely enthusiastic and efficient in terms of direction and feedback which made the project run even more smoothly. We could tell they were in the business of efficiency.

What were the main takeaways from the project?

I don’t think we realised how intrinsic ULDs were to the aviation industry. They are essentially an airplane component, subject to the same checks and compliance. So, looking after them, like our client does for airlines around the world, is a big deal. As a studio, I don’t think we had ever be immersed in an industry so vast and so important to aviation that we knew so little about beforehand. It was such a unique opportunity to work from the ground up, in terms of naming and branding, with such an established and respected player.