inet - background to the new brand

The “inet” brand has a new look. The new brand is the visual expression of the identity which links customers and logistics operators to the inet-logistics company, to the inet Transportation Management System (TMS) and, especially, to inet employees.

10/14/2009 Many customers and logistics managers are familiar with the company and its solutions from daily workplace experience. They associate inet with reliability, agility and a claim to excellence which is validated in practice each and every day. For the customer, inet Solutions make transportation management simple, transparent and effective. In short: inet stands for excellence in transportation management. This is confirmed by solutions and expertise that far exceed the norm. This self-concept and the expectations of our customers are both expressed in the proud claim “beyond standard”.

Creating the new brand was preceded by an intensive debate on the company’s internal and external image, the services offered to the logistics market, the performance levels and the differentiation against the competition. Various excellent ideas were generated in the process, put to the test, modified and then cast aside in favor of the ideal solution. The marketing professionals found that, without realizing it, customers, logistics managers and inet employees have all proved to be their creative partners. Over the last ten years, they have fixed in the language the very term defined in the new brand image. Until now, inet did not appear on its own in the international software company’s letterhead. But, at companies operating increasingly complex transportation networks, it had developed into the established name for solutions from inet-logistics.

The creative minds on the team felt obliged to recognize the strength of this argument. From the term “inet” they have created an innovative brand, encapsulating all the values of inet-logistics and providing scope for the company’s goal of reaching and retaining a top-five position amongst global TMS providers within the next five years.