An Extraordinary Essential
Logistics is vital to the global economy. It has paved the way to our present and shaped life as we know it — from 5G to modern medicine. Now, logistics must chart a new course to secure our future with sustainability as its focus.

Ellipse is a new Dublin logistics hub from Park Developments, designed and built for the industry’s future. The brand needs to reflect its commitment to achieving the highest standards in sustainability, and its holistic take on working life.

Logistics may bring heavy-duty boots to mind, but Ellipse will keep its footprint light. And it’s bespoke by nature – offering tailored, flexible solutions for clients. We built a positioning with dual meaning, Manoeuvring for Infinite Impact. It speaks to Ellipse’s ability to move mountains for clients and to adapt and flex for global challenges.

Built for Tomorrow
The name, Ellipse, signifies an endless loop – the site’s perpetual flow of goods, people and vehicles. And the circular future we are working towards. We created a primary graphic device using the E’s three bands as a metaphor to represent three promises – preserving the planet, highlighting humans and delivering prosperity.

The Future of Elastic
The visual language is dextrous, stretching and shifting in application. The logo extends demonstrating progress and movement. Containers expand, contract and merge to create new spaces and opportunities. We also use them to frame what’s important, creating clarity.

The colour palette is inspired by the wildflowers of the grounds nodding to a commitment to give back as much as they take out. It gives contrast and steps outside the expectations of the sector but stays accessible. It is playful and open, speaking the human element of their offer.

We removed the need to reproduce or print with a focus on purely digital outputs including the website and interactive brochure.