Giao Hàng Tiet Kiệm is Vietnam’s biggest logistics and delivery service, and in 2022 was named a Vietnam National Brand – a programme that recognises and endorses leading Vietnamese companies.

As it embarks on the next phase of its journey, the company has rebranded to GHTK, complete with a new strategy and identity developed by M – N Associates, an agency based in Ho Chi Minh City.

As part of the overhaul, the courier mascot that was previously used by the brand has been revised to focus on its smiling face, making it more suitable for digital touchpoints as well as reinforcing a sense of customer satisfaction.

An additional range of characters with different expressions and accessories has been created to illustrate the various GHTK sub-brands, from Logistics to Academy, and the character also appears in a suite of emoji-like designs.

There are playful nods to the traffic in Vietnam throughout the visual identity. The logotype contains references to the shape of a motorcycle wheel, the narrow alleyways that carve through neighbourhoods, and the curvatures of Vietnam’s transforming road infrastructure.

The palette is inspired by the glow of the vehicles that light up the roads at night, while the typeface – Forma DJR in bold italics – doubles down on the sense of speed in a way that feels both relevant and contemporary. But perhaps the biggest triumph of all is the slick approach to typographic motion design, which embodies the rhythms of the traffic in Vietnam – and indicates the efficiency of GHTK’s services.

m-n.associates