Relay called on Intangibles to improve the legibility of its products, to clarify the segmentation and modernize its identity. The first step was to optimize the design of the current logotype, with more breadth, more roundness, and a new graphic sign expressing the notion of travel in a contemporary way.

To reinforce that idea, the signage was conceived as a travel kit, with a pictogram system bringing a playful dimension, and most of all a universal understanding of the products. Readability was also underlined with the choice of a unique and identity color throughout the journey. The concept is being rolled out in several countries in Europe.