TransLogic Branding

TransLogic™, a Swisslog Healthcare company, is a leading supplier in transport automation. The organization has made recent changes that come from an enhanced mission and vision, leading to higher quality of systems, improved lead times, and reduced costs for sourcing and engineering.



This sharpened vision and mission have led TransLogic™ to make a shift in its brand that emphasizes a strong message of innovation, security, and stability. First, TransLogic™ boasts that it is made in the USA for its North American markets – ultimately improving distribution and implementation despite challenges related to the pandemic. Next, this shift works to overcome shipping delays and supply chain issues that other organizations face when outsourcing these services overseas. Third, TransLogic™ focuses its expertise on advanced transport automation that lasts, ultimately setting its customers up for long-term success. Finally, TransLogic™ utilizes the right combination of its 100-year history of dependability with forward and innovative industry leadership.



The shift in the brand’s mission and vision has also led to a change in the company’s branding. Emphasizing its “Made in the USA” solutions, the company’s logo utilizes waves that are both tube-like, relating to its product, and flag-like, relating to the United States flag. Similar to the American flag, the logo holds a star in the upper left-hand corner, representing the North star and acting as a guiding force for the future of TransLogic™. The updated brand colors are tied to both Swisslog Healthcare and Americana. TransLogic™ utilizes Trusting Red as its primary color, also emphasizing the dependability and trust the company has built in its 100-year history. The simple typography used in the logo represents the system’s ease of use while the ligature in the logotype displays smart tube architecture that moves items efficiently.



All of this put together ties TransLogic™ to the transformative offerings of Swisslog Healthcare, emphasizes its “Made in the USA” culture, draws on the company’s history, and positions itself as an industry innovator.