Lineas (formerly known as B Logistics) is the largest private rail freight operator in Europe. As a logistics partner, they set a sustainable modal shift in freight transport as their mission, using an international rail network and a tailor-made offer covering containers, bulk, steel and chemicals, among others.

more about Lineas

the challenge

Since its privatisation in 2011, the former B Logistics evolved at lightning speed from an unwieldy government player towards an innovative and financially healthy company with a hefty ambition to achieve a modal shift from other modes of transport to rail. This evolution therefore needed to be translated into a strong brand that could definitely do away with the now incorrect perception the name B Logistics had among the relevant target groups.

the insights

On a mission to reduce its carbon footprint, legislators and major industrial customers alike are encouraging a move towards increased rail transport. As a centrally located operator in cargo handling, Lineas is ideally placed to play a leading role in this modal shift. To this end, the organisation is fully committed to technology, innovation and the strength of its European network.

Lineas brand identity

the solution

Together with the management at the former B Logistics, we first started translating the corporate strategy and the corresponding ambitions into a concrete brand strategy. By testing this against the European competition and the needs and motives of the relevant target groups, it was refined and we developed a basis for the new internal and corporate brands. A complete rebranding soon proved unavoidable to evoke the desired perception in the freight transport market.

In a second phase, our experts were responsible for this brand development. In several rounds of long- and shortlisting, a suitable new name was developed. Lineas (literally: “lines” in Spanish) not only stands for the physical railway lines, but also refers to the links Lineas creates between its customers and the lines the brand is carving out to lead in digital transformation, entrepreneurial teams of employees and sustainable end-to-end freight transport.

Finally, we designed the complete brand identity for the all-new brand in several rounds. The fine-tuning of both visual and textual aspects such as colours, typography, baseline, etc. took place in close synergy with the working group at Lineas and the stakeholders involved. The brand identity was finalised in a comprehensive brand manual, with concrete guidelines for the consistent application of the brand in practice. These guidelines immediately served for adapting the rest of the existing brand portfolio to sub brands and briefing external parties on the development of marketing materials, websites, events and other communication tools.

Lineas naming
Lineas logo sketch
Lineas brand manual
Lineas employer branding