For use in company culture, strategic growth, branding, advertising, marketing, and sales initiatives.
UPDATED FEBRUARY, 2025
Brand Guide ICAT Logistics
Brand Principles
Brand Positioning
Brand Personality
Brand Presence
Average Reading Time 30 Minutes
A brand strategy is a framework that determines how a business presents itself to customers and stands out among competitors.
A strong brand has the opportunity to ignite enormous market visibility and customer loyalty – both of which can effect the bottom line That’s why it is so important to craft every interaction with thoughtful intent and consistency
This brief outlines the standards for brand positioning, messaging themes and visual identity systems to help you speak, write, and display the brand with confidence.
This brief incorporates the findings and insights we gained from our discovery interviews with employees, group workshop sessions, research and validation from a variety of perspectives.
For this to be effective, we recommend rolling out elements of the brand identity redesign and messaging in phases to start communicating the next chapter of your story.
Every Strategic Decision Can Flow Through These Principles to Purify Focus
The Brand Principles define who the brand is at its core
They represent the foundational substance that anchors the brand's growth and direction.
By serving as a filter, these principles help refine and align every strategic decision, ensuring clarity and consistency. Many organizations choose to showcase their brand principles prominently as a powerful reminder of the values that unify and inspire their teams.
BRAND PURPOSE
To deliver when it matters most.
Contribution
Equip the best and brightest to break down barriers to long-term success for everyone we touch.
Impact
Inspire, empower, and enable growth for employees, clients, and communities around the world.
BRAND VISION
To redefine the future of global logistics solutions and the lives they touch.
Contribution
We aspire to be the standard for client success in the world’s most critical and challenging environments.
Impact
We imagine a future where ICAT Logistics is not only a leader but a transformative force in the industry.
BRAND MISSION
We deliver customized logistics solutions that solve critical challenges, expedite growth, and keep the world moving forward.
Contribution
Simplify supply chain success by blending innovation, collaboration, accountability and transparency.
Impact
Deliver ‘wow’ experiences and exceptional results by saying ‘yes’ to challenges others avoid.
A shared belief system is at the core of a strong culture.
This culture code is the DNA of our company
By aligning our beliefs and behaviors, we will accomplish our mission and move toward our vision
CREATIVITY
BRAND VALUES
INNOVATIVE
WE THINK OUTSIDE THE BOX TO SOLVE CHALLENGES OTHERS AVOID, FINDING CREATIVE SOLUTIONS THAT DRIVE SUCCESS.
CURIOUSITY
RESOURCEFULNESS
LOYALTY
BRAND VALUES
COLLABORATIVE
WE PRIORITIZE THE NEEDS OF OUR CLIENTS, PARTNERING WITH THEM TO DESIGN TAILORED SOLUTIONS THAT EXCEED EXPECTATIONS.
COLLABORATION
EMPATHY
PASSION
BRAND VALUES
ACCOUNTABLE
WE STAND BY OUR WORD, DELIVERING WITH PRECISION, TRANSPARENCY, AND UNWAVERING COMMITMENT.
RESPONSIBILITY
DISCIPLINE
TRANSPARENCY
RESPECT
BRAND VALUES
TRUSTWORTHY
WE BUILD LASTING RELATIONSHIPS THROUGH RELIABILITY, CONSISTENCY, AND A DEDICATION TO DOING WHAT’S RIGHT.
INTEGRITY
TARGET AUDIENCE
Decision-makers in high-stakes industries like aerospace, defense, and technology who need a trusted partner to solve mission-critical logistics challenges.
Goals
They need to ensure reliable, compliant, and efficient delivery of critical shipments to the most challenging destinations, on time and intact.
Desires
They want specialized expertise and solutions tailored to their unique needs, enabling them to focus on strategic priorities rather than logistical complexities. Ultimately, they want confidence in a partner who will go above and beyond to deliver results so they can strengthen their competitive position in a global marketplace.
AEROSPACE GOVERNMENT
ICAT serves clients with mission-critical logistics needs.
Only by understanding how our clients feel and what they need, can we truly understand and communicate with them.
To get a clear picture on who we serve, we categorized the different market segments and their impact on the success of the business.
We identified a number of client profiles that stood out as being the most influential.
INDUSTRIAL
INDUSTRY
Commercial and defense aerospace
manufacturers, maintenance providers, and suppliers
WORK NEEDS
TARGET AUDIENCE
AEROSPACE
Customized
logistics strategies ensure critical components are delivered to maintain production schedules, even in challenging environments. BUSINESS MODEL
Manufacturing, distribution, or maintenance of aerospace components and systems.
COMPANY SIZE
Mid-size to Large (100-5,000 employees)
On-time delivery of critical components to maintain production schedules and fulfill regulatory and compliance obligations
PAIN POINTS
Delays in global supply chains, ITAR compliance challenges, lack of visibility, and managing complex shipments to austere locations.
IMPACT
Missed production deadlines, increased costs, and reputational risk.
WALLET HOLDERS
upply chain managers, logistics directors, rocurement officers, and program managers
TARGET AUDIENCE
GOVERNMENT
INDUSTRY
U.S. Department of Defense contractors, defense systems manufacturers, and military operations.
BUSINESS MODEL
Government contracting, manufacturing, and logistics services for defense programs.
COMPANY SIZE
Mid-size to Large (200 - 10,000 employees)
WORK NEEDS
ITAR-compliant logistics solutions for high-stakes, time- sensitive shipments to secure or austere environments
PAIN POINTS
Regulatory complexities, ensuring real-time tracking, and managing global shipments under strict deadlines.
IMPACT
Non-compliance risks, disrupted supply chains, and delayed mission-critical operations.
ITAR-compliant solutions and rigorous attention to regulatory demands ensure mission-critical defense shipments meet the highest standards.
WALLET HOLDERS
Program managers, logistics directors, compliance officers, and supply chain managers
TARGET AUDIENCE DEFENSE
INDUSTRY
U.S. Department of Defense contractors, defense systems manufacturers, and military operations.
BUSINESS MODEL
Government contracting, manufacturing, and logistics services for defense programs.
COMPANY SIZE
Mid-size to Large (200 - 10,000 employees)
WORK NEEDS
ITAR-compliant logistics solutions for high-stakes, time- sensitive shipments to secure or austere environments
PAIN POINTS
Regulatory complexities, ensuring real-time tracking, and managing global shipments under strict deadlines.
IMPACT
Non-compliance risks, disrupted supply chains, and delayed mission-critical operations.
ITAR-compliant solutions and rigorous attention to regulatory demands ensure mission-critical defense shipments meet the highest standards.
WALLET HOLDERS
Program managers, logistics directors, compliance officers, and supply chain managers
TARGET AUDIENCE INDUSTRIAL
INDUSTRY
Heavy machinery, automotive parts, and specialized equipment manufacturers.
BUSINESS MODEL
Production and distribution of industrial equipment or components.
COMPANY SIZE
Mid-size to Large (50 - 2,000 employees)
WORK NEEDS
Streamlined delivery of large or specialized equipment, ensuring production timelines are met.
PAIN POINTS
Complex customs processes, high shipping costs, and limited visibility on large freight shipments.
IMPACT
Increased downtime, lost revenue, and disrupted production schedules.
Creative problem-solving turns logistical obstacles into opportunities to optimize supply chain efficiency for heavy
equipment and machinery.
WALLET HOLDERS
Supply chain managers, plant managers, procurement specialists, and logistics coordinators.
TARGET AUDIENCE
INDUSTRY
Data centers, IT systems integrators, and hightech manufacturing.
BUSINESS MODEL
Development or deployment of IT infrastructure and business-critical equipment.
COMPANY SIZE
Mid-size to Large (100 - 5,000 employees)
WORK NEEDS
Reliable delivery of critical IT equipment and components, under tight deadlines for infrastructure builds/relocations
PAIN POINTS
Delays in IT deployments, compliance challenges, and managing high-value shipments.
IMPACT
Cost overruns, missed go-live dates, and operational disruptions.
HI - TECH
Consistent, transparent communication ensures high-value shipments for IT infrastructure projects are delivered on time, avoiding deployment delays.
WALLET HOLDERS
IT project managers, supply chain directors, and procurement leads.
ICAT competes with many other freight forwarders and 3PL providers who target mid-market and large enterprise clients.
Though it’s likely that flexible service offerings exist elsewhere, there is a gap in our market when our audience goes in search of such a solution, which means they may contact the global players hoping that scale can help solve their problem.
Our distinct advantage is based upon Many can promote one or two, but fe
+ DEDICATED PROGRAM M
+ CUSTOMIZED SERVICE PR
+ INDUSTRY-SPECIFIC EXP
What Makes Us Different?
There is a distinct lack of competition with custom program management solutions focused the most complex client environments. We operate in a market with very few custom offerings focused entirely on the client’s processes, procedures and regulatory requirements.
COMMUNICATION CUSTOMIZATION COMPLIANCE
COMPLETE LOGISTICS (3CL)
COMMUNICATION
Our disciplined approach to project and program management ensures seamless communication, real-time updates, and complete transparency in client relationships.
CUSTOMIZATION
Our unique onboarding processes include a detailed journey mapping session that aligns our creative logistics solutions to every aspect of our clients’ specific needs.
COMPLIANCE
Our operational focus on rigorous compliance standards guarantees adherence to regulations like ITAR, ensuring reliability for our clients’ mission-critical shipments.
ENTREPRENEUR
PRINCIPLE ARCHETYPE
INNOVATOR ENGINEER
SECONDARY ARCHETYPE
SECONDARY ARCHETYPE
THE "SOLUTIONS ARCHITECT"
With a blend of entrepreneurial ingenuity, innovative problem-solving, and precise execution, we tackle complex challenges and deliver results.
Drivers
Driven by a relentless pursuit of possibility, we feel a deep responsibility to help others succeed. Using problem-solving and precision, we embrace and overcome the challenges others avoid.
Fears
We can’t stand broken promises or missed commitments because we fear losing trust from those who count on us. We dread stagnation, especially if it undermines our ability to meet a challenge.
The "Solutions Architect" thrives on identifying complex challenges and crafting strategic solutions that are both visionary and practical.
The "Solutions Architect" tackles extraordinary challenges with passion, precision and possibility. ICAT’s brand personality should inspire confidence, highlight our creative problem-solving capabilities, and demonstrate our unwavering reliability all while visually reinforcing our commitment to delivering results in even the most austere and high-stakes environments
When creating messaging, always ask:
Are we acting with passion for success? Are we delivering with precision? Are we redefining possibilities?
If the answer is yes, we’re delivering on our promise and living the ICAT brand.
BRAND VOICE & TONE
PILLARS
We embrace challenges with courage, clarity, and conviction, demonstrating that we are capable and dependable We care deeply about the success of our clients, employees, and partners. We inspire confidence and enable growth
ATTRIBUTES
We are meticulous, detailoriented, and accountable Every word and action builds confidence in our ability to deliver. We share insights, listen actively, and provide clear, actionable solutions. We build trust and loyalty.
We are consultative and collaborative to solve the toughest challenges We approach every challenge with ingenuity, blending expertise and innovation to offer bold solutions. We redefine what's possible.
GUIDELINES
Use bold, solutions-oriented language that inspires confidence and trust.
Avoid jargon, fluff, or overly technical language unless appropriate.
Balance creativity with precision: Highlight the innovation behind our solutions while focusing on measurable results.
TONE OF VOICE
ICAT’s tone strikes the perfect balance between approachable and authoritative, matching the entrepreneurial, innovative, and engineering aspects of the brand.
Conversational
Speak in a way that is professional yet friendly, making complex logistics clear and approachable. Use direct, easy-tounderstand language that instills confidence
Edgy and Disruptive
Be bold and confident, showing that ICAT challenges industry norms and solves what others can’t, all while maintaining respect and professionalism
Imaginative
Showcase innovation and problem-solving with clear, strategic thinking Frame solutions as tailored and cuttingedge, reinforcing ICAT’s expertise.
Enthusiastic
Demonstrate passion and energy, emphasizing ICAT’s dedication to solving mission-critical challenges and delivering results.
Informal
Avoid overly casual, chatty, or slang-heavy language that diminishes credibility. Refrain from using industry jargon that alienates clients
Irreverent
Don’t be reckless or dismissive of industry standards and competitors. Avoid sounding abrasive, confrontational, or disrespectful in messaging
Quirky
Avoid gimmicky, trendy phrases or exaggerated creativity that detracts from credibility ICAT is inventive but not whimsical.
Playful
Don’t use overly cheerful, bubbly, or exaggerated excitement that makes the brand seem unserious ICAT is driven, not playful.
TurnObstacles intoOpportunity.
POSSIBILITIES
"We work alongside you to design the right logistics solution —one that meets your goals and overcomes every obstacle."
Messaging Themes & Examples
Deliver When it Matters Most.
Deliver theDetails.
These represent a growing list of connected headlines, slogans and taglines, boiled down from our purpose, positioning, and personality. PRECISION
BuildTrustwith EveryInteraction.
"You’ll always know where your shipment stands, what to expect, and who’s accountable."
"Where others hesitate, we step up. No matter how complex the shipment, we deliver."
The“3CL”solutionfor high-stakessupplychains.
The complete logistics solution is creative, collaborative, and consultative. You can have it all. Don’t settle for less than ICAT.
ICAT Logistics delivers tailored, high-stakes logistics solutions with unmatched passion, precision, and possibilities helping our clients fulfill commitments and achieve success where it matters most.
We help businesses succeed by delivering customized logistics solutions with purpose and precision. Our team thrives on solving the highconsequence challenges others shy away from, so every client can fulfill their commitments and grow with confidence. We don’t just move freight — we move possibilities.
DELIVER WHEN IT MATTERS MOST.
CHOOSE
THE “3CL” SOLUTION FOR HIGH-STAKES SUPPLY CHAINS.
WE HELP YOU
MOVING FORWARD KEEP THE WORLD
SETTLE FOR LESS THAN ICAT
BRAND PRESENCE
Marketing Plan
BRAND IDENTITY POLISH
WEBSITE REDESIGN
THOUGHT LEADERSHIP VIDEOS & SOCIAL SHORTS
LONG-FORM ARTICLES & CASE STUDIES
PRESS RELEASES
Future
Content Marketing Campaigns (Video, Blog Articles, Infographics) Promoted Social Posts, e-Mail, SEO
The complete logistics solution that delivers when it matters most.
Custom Solutions for High-Stakes Challenges
For businesses facing high-stakes logistics challenges, we deliver custom, mission-critical solutions with credibility and confidence. Unlike traditional freight forwarders who shy away from complexity, ICAT combines consultative expertise with consistent execution to ensure every shipment fulfills its purpose - helping our clients break barriers, honor commitments, and grow with confidence.
Deliver When it Matters Most.
ICAT Logistics provides tailored solutions that ensure every shipment fulfills its purpose and every client achieves their goals.
Our promise is to make the extraordinary possible, helping clients grow and thrive in an ever-changing world
We don’t just move freight. We move possibilities. By redefining what’s possible in supply chain solutions, we go beyond logistics to create programs for our clients to succeed globally. With every shipment, every partnership, and every challenge, we focus on delivering complete logistics solutions so our clients can focus on what matters most - success.
Possibility meets precision and passion in every solution we deliver. ICAT thrives on solving the extraordinary challenges others shy away from, helping our clients break barriers and grow with confidence.
