The German express operator GO! has relaunched its brand with a revised logo, a new slogan claiming‘Time Is Everything’ and a new internet presence responding to changing customer needs, extended
target groups and growing market requirements.All these factors have contributed to the company’s positioning influencing its internal andexternal appearance, GO! announced.
During the last year, different project groups worked together with advertising agencies onGO!’s new image. For this purpose, market research results were evaluated to analyse the self-imageand the perceived image of the company. As the result, the logo was modernised, a new claim and anew campaign developed, with the website becoming more transparent and customer-friendly.
“The new logo based on the current vehicle lettering is the adequate expression of the newalignment.The core of the new claim – “Time Is Everything” – is the promise to give customer time –because time is what we are always short of. GO! delivers all time-critical shipments on time andoffers very late pick-up and early delivery. GO! acts flexibly, quickly and reliably,” GO! managingdirector Ulrich Nolte explained.
As part of the company’s new internet presence, some interesting features have been addedsuch as an interactive assistant for filling in the GO! waybills. Through the customer-friendlylayout, all users are supposed to get a complete overview of the GO! brand.
Founded as a consortium of 15 regional courier and express operators, the company wastransformed to GO! General Overnight in 1994. With 1,400 employees and over 3,000 couriers, GO!operates one central hub in Niederaula, three regional hubs in Hannover, Bonn and Heilbronn andmore than 100 GO! stations in Germany and Europe with a global partnerwork. The express operatorserves over 77,000 customers.
