IAG Cargo: All Together Better

IAG Cargo, the cargo handling division of the International Airlines Group, launched a new visual identity to unify the five airline cargo brands under one umbrella, and increase clients' and employees' familiarity with the brand.

Executive Summary

This is a true story of bravery

It is a story of how, in the face of challenging market conditions, an ill-defined internal culture and a demotivated workforce, a global brand pulled itself together to make the whole greater than the sum of the parts.

And the parts were significant. A company made up of global brands in their own right, like British Airways World Cargo and Iberia Cargo. This was a bold move, removing some of the world's largest brands and replacing them with an unknown, all with the aim of communicating something far greater.

At the...

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