CONICAL

Brand identity for the shipping container solution company.

The team designed a maritime-inspired logo featuring a compass rose inside a circular "C," evoking a compass and symbolizing worldliness, foresight, and prudence.

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About the project

Across the world, brightly colored shipping containers are a familiar sight, yet the companies behind their trade remain largely unknown. CONICAL, one of Germany’s oldest firms in this field, has undergone a complete brand transformation led by Pentagram’s Berlin office, redefining its identity and positioning.

Inspired by maritime navigation, the new logo incorporates a compass rose within a circular “C,” symbolizing global reach, foresight, and careful direction. A custom typeface was also developed for the brand name, combining a sense of strength with approachability to convey reliability. The original yellow corporate color has been preserved, now paired with a sophisticated dark blue-grey to enhance the visual system.

Accompanied by the new tagline, The Magic Of Connecting The World And Its People, the rebrand aims to highlight an often-overlooked fact: global trade depends heavily on shipping containers. Around 80% to 90% of international trade moves by sea, with more than 95% of those goods transported in containers.

Client

Conical Container Industrie Consulting, -Agentur und -Leasing GmbH

Sector

Manufacturing & Industrials

Discipline

Brand Identity

Office

Berlin

Partner

Justus Oehler

Publications

Ahmedabad

Connect

CONICAL

BILLIE

Location

Phone

Email