East & West
East & West Distribution AB is the official distributor of Xiaomi in the Nordic region. Besides being the official distributor and logistics partners of Xiaomi products in Sweden, Denmark, Finland, Norway and Iceland, East & West operates official Xiaomi online stores in the Nordics.
Studio Pale Grain was asked to create new brand identity system as well as a simple web platform to direct lead clients to their B2B platform.
Distribution, besides being a multi-channeled retail operation and import, export and sales of goods from and at different locations, is largely about logistics and transportation.
The inspiration for the logo mark comes from looking at the company name and also considering the different parties involved across the globe. East & West, in the cross-section of the roads, is kind of a meeting point where it creates a plus in the heart of this huge network; not limited to all the business parties involved but also in the regular consumers' lives. In addition to this, the aim with new logo mark was to create a new visual interpretation of the compass that was previously used in the company's logo regarding the multi-directional expression.
Brand Guidelines
