Introducing Unilode, a new brand in aviation built by Spinach
Meet Unilode, a new brand created and built by Spinach for one of the world’s leading aviation solutions provider. Officially launched today, this is the latest project by the London branding and creative agency.
The client CHEP Aerospace Solutions is the leading global provider of outsourced Unit Load Device, the containers airlines use to carry luggage and cargo around the world. The firm partners with some of the world’s biggest airlines, including Air Canada and Cathay Pacific, to supply and maintain these ULDs.
Spinach designed the name Unilode using the first letters of ‘unit load device’ as a direct reference to the essential aviation components at the heart of this business.
‘We wanted everything – the name and identity – to be completely unique to them and tie back to their core business and the values we created,’ explains Spinach creative director Adam Thomas.
Given the scale of the business (the firm owns and manages some 100,000 ULDs for more than 40 airline customers across a global network of 450 airports) the new name and brand identity had to work across multiple applications and territories.
After testing the name for ease of use and meanings in over 19 languages, the word ‘lode’ revealed itself to mean rich source or supply in old English. Fortuitously, the phonetic spelling of ‘lode’ also echoes words such as ‘load’ and ‘payload’ which form part of the aviation industry’s lingua franca.
‘We constructed the picture mark using strong modular elements to reflect the robustness of an airworthy container. The geometric wing shape they combine to create symbolises upward movement and flight and the cut-away references the characteristic shape of the ULD,’ says Thomas.
‘The biggest challenge, yet the most rewarding achievement,’ offers Spinach director of branding Leigh Banks, ‘has been creating a brand identity that connects with the diverse needs of Unilode’s global customer base, whilst remaining true to their brand values and positioning.’
Spinach will oversee the brand’s global roll-out over the coming months providing full usage guidelines and support to staff in all major international hubs. The team will also join Unilode for the official unveiling of the brand at the upcoming IATA World Cargo Symposium in Abu Dhabi in March.
‘This is an incredibly exciting time for the business,’ admits Unilode CEO and president Dr Ludwig Bertsch, ‘and our new brand will encapsulate the positive energy across our global team. Accessible, memorable and true to our core values, Unilode is a name we are proud to stand behind as we continue to consolidate our position as the world’s leading provider for outsourced ULD and inflight equipment solutions.’