FOS Logistics

Design system and brand identity for a disruptive new player in air freight.

FOS Logistics is a Cyprus-based cargo airline with a hub in Belgium, aiming to disrupt the air freight sector by offering efficient, cost-effective service across Asia and Europe. Launching into a competitive industry, the brand needed to appear credible and distinctive from day one, despite limited aircraft branding opportunities.

We crafted a confident, culturally attuned identity featuring a calligraphic bird symbol and a red sphere representing global reach and prosperity, paired with the strapline “Change is in the air.” The flexible design system was applied across uniforms, trade show booths, and digital assets to maximise impact.

About the project

The challenge was to make a logistics startup look established, professional, and competitive against far larger rivals. To achieve this, the identity drew on symbolic visual language: the bird motif expressed agility and flight, while the red sphere echoed prosperity, international reach, and Asian cultural resonance.

Because aircraft offered limited opportunities for livery application, the brand was designed to work hard across other channels — trade expos, digital platforms, marketing, and uniforms. The consistent system balanced simplicity with impact, ensuring FOS Logistics appeared polished and trustworthy from launch.

Debuting at major industry expos, the brand quickly made its mark. With a distinctive yet pared-back identity, FOS Logistics established itself as a credible contender in global air freight — a brand built for recognition, relevance, and growth.

Client
FOS Logistics

Sector
Logistics
Aviation
Transport

Disciplines
Brand Identity
Digital Experiences
Design Systems
Environmental Graphics

“We crafted a confident, culturally attuned identity featuring a calligraphic bird symbol and a red sphere representing global reach and prosperity.”

“Debuting at major industry expos, the brand quickly made its mark — establishing FOS Logistics as a credible contender in global air freight.”

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About

Aesthetic Works is an independent branding and design agency based in Shoreditch, East London. We transform ambitious brands and businesses with simple, unifying ideas — creating work that drives success today and delivers value that endures long into the future. We work with clients ranging from UK startups to global multinationals, with sector experience spanning financial services to energy, retail to engineering, hospitality to shipbuilding.

Learn more

Aesthetic Works

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56 Shoreditch High Street
London E1 6JJ

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