GXO: Launching a global leader in logistics

by Lippincott

How do you claim leadership in a fragmented and dynamic industry? This was the challenge XPO Logistics brought to Lippincott when it made the strategic choice to spin off its supply chain management business into a new entity.​

This new company was poised to be the ​​largest pure-play contract logistics provider in the world, and it needed a brand that would match the size of its ambition. All in a mere six and a half weeks.​

Partnering with the company’s 20-person leadership group, helmed by XPO CEO and Chairman, Brad Jacobs and the new CEO, Malcolm Wilson, our teams collaborated across multiple, concurrent workstreams including brand strategy, naming, tagline generation, logo and visual system design, website development and more. ​

We established clear criteria: the new brand had to be differentiated from long-established competitors, while positioning itself as a next-gen leader among them, and appeal to global audiences, investors and an existing customer base of blue-chip companies.​

Our North Star was set by the company’s new purpose: to unlock logistics at full potential. From there, we established the name, GXO. A nod to the brand’s XPO heritage, it’s inspired by the idea that the company brings game-changing opportunities to customers, employees and shareholders. It’s short, impactful, and memorable, able to stand alone across key customer and investor touchpoints, such as the stock ticker and company URL. The new tagline, “Logistics at full potential,” brings the brand purpose to life for external audiences and signifies GXO’s commitment to push what’s possible every day to deliver the best results.​

The visual execution of the brand was the heart of shifting perceptions of what a contract logistics company can do. The system needed to convey GXO’s technology-driven agility, its ability to execute with precision, and the confidence of...


Silver in Services - Other 2022

Bronze in Branding 2022

Bronze in Website Design 2022

Created by:

Lead Designer

Rodney Abbot

Design Company


Profile Website

click here

Project Website

click here



Design Team

Michael D’Esopo, Senior Partner, Director of Brand Strategy, Lippincott, Emily Guilmette, Partner, Strategy, Michael Guerin, Partner, Design, Juliu...


Entrant Companies

Lippincott, US



Individual Credits

Senior Partner, Design: Rodney Abbot
Senior Partner, Strategy: Michael D’Esopo
Partner, Strategy: Emily Guilmette