CART.COM
UNIFIED COMMERCE AND LOGISTICS SOLUTIONS
Cart.com is commerce and logistics company that provides software, services, and infrastructure to help companies run their fulfillment operations. Cart.com’s goal is to help companies sell and fulfill everywhere, from product discovery to order delivery. The company’s enterprise-grade software and logistics infrastructure, including its own network of fulfillment and distribution centers, are used by some of the world’s most beloved brands and most complex companies.
Cart.com - brand renovation
Brand style & identity renovation
Challenges
Differentiating Cart.com in a crowded commerce solutions market
Communicating the full scope of Cart.com’s offerings
Balancing the appeal to both small businesses and large enterprises
Convey the company’s ability to handle complex logistics while maintaining a user-friendly image
Ensuring brand consistency across diverse service offerings
Objectives
Develop a cohesive visual identity that reflects Cart.com’s comprehensive capabilities
Create refined positioning that clearly articulates the company’s role in simplifying commerce operations
Establish Cart.com as a though leader in e-commerce and logistics innovation
Design a brand system flexible enough to accommodate future service expansions
Emphasize the company’s ability to scale with businesses of all sizes
Increase brand recognition and recall among target audiences
Cart.com - brand renovation
Brand positioning
Objective
To forge a boundless commerce ecosystem, seamlessly connecting businesses and consumers worldwide.
Positioning
Cart.com empowers global commerce by seamlessly integrating multichannel sales and logistics, enabling businesses to reach and fulfill customer demands across every touchpoint effortlessly.
Logo styles
Cart.com - brand renovation
White
The white logo is used for dark color, complex, or busy/multi-colored backgrounds.
Original blue
The primary color choice to be used on white or lighter-colored backgrounds.
Dark blue
The secondary color choice to be used on white or lighter-colored backgrounds.
Cart.com - brand renovation
Image treatment
Hexagonal layering: enhancing visual depth
The hexagonal layering treatment features our signature hex icon to add subtle visual interest and depth to select elements. This treatment should be applied selectively to maintain a clean, professional aesthetic.
Application guidelines:
Implement sparingly to avoid visual clutter and maintain focus on key content
Utilize as a distinctive shape for image framing
Combine with images and complementary hex icons for a multi-dimensional effect
Apply using only approved brand colors – original blue, light blue, pale blue, and palest blue
Incorporate opacity levels of 10%, 20%, and 45% to create depth and visual hierarchy
Cart.com - brand renovation
Results
Improved market positioning
Clearer value proposition: customer surveys showed a 50% improvement in understanding of Cart.com’s full range of services and capabilities
Successful penetration into two new vertical markets previously untapped by Cart.com
Higher perceived value: ability to command premium pricing for services resulting in a 15% increase in average contract value
Increased social media engagement and follower growth within the first year of the refresh