ECS Group’s new brand identity reflects new business concept

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The familiar grey-white-blue combination logo is being replaced with a distinctive wordmark brand that is sleek, natural, light and dark blue colours. The new logo represents trust, security, and ECS Group’s calm, structured approach to challenges. 

ECS Group has been working towards its holistic business transformation since 2018, streamlining, harmonising, and digitalising processes and systems to create an unparalleled ‘Augmented GSA’ concept that will ensure the group’s leading GSSA role also in future. This change is now also reflected in the company’s corporate identity, which has been given an appropriate overhaul.

The bold Parade One typeface signifies the company’s strength and reliability, while the linear Parade Two font is reminiscent of taxiway markings on an airport landing strip. Thus, in combination with the sky blue colours, the lettering ties into air cargo and movement, and depicts ECS Group’s USP as a leading, global GSA catering for airline-specific requirements.

“We have revamped and refreshed our GSSA business model and felt that this should also be represented in our brand. The task was to create a modern logo that reflects the four core pillars of our new business concept, and one that demonstrates, both internally and externally, that we are a global family embodying the ECS Group values in all our interactions with our customers,” Adrien Thominet, executive chairman of ECS Group, explains. “Our new brand identity is sleek, distinguishing, and illustrative of our core focus at ECS Group: our tireless determination to provide the highest quality service through innovative and comprehensive solutions, and thus contributing to our customers’ success and growth.”

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