...

GHTK

Beyond Fast Delivery

Logistics
— 2024
GHTK delivery person in a modern racing-green and traffic-orange uniform, part of the brand identity redesign by M — N Associates for the Vietnamese logistics leader.

Overview

Giao Hàng Tiết Kiệm (GHTK) is one of the biggest and leading logistics and delivery service providers in Vietnam. GHTK plays a pivotal role in the logistics ecosystem of Vietnam, offering cost-effective, reliable, and efficient delivery services catering to the diverse needs of businesses and individuals across the country. In January 2022, GHTK was named the Vietnam National Brand, proudly recognized for its reliable delivery services.

To deliver their next journey, GHTK shorten the name for a friendlier and easier brand appearance. The rebrand expands its organizational vision, brand strategy, design, internal culture, and brand experience; this rebrand reflects GHTK’s dedication to innovative solutions and encourages individuals (self-sufficient retailers) of all capabilities to engage with their delivery.

ghtk.vn

Logo

The logotype draws inspiration from the motorcycle wheel, visual representations of narrow alleys on maps, and the rapidly evolving roadway transportation system. These elements are iconic imagery of Vietnamese traffic and form the basis of GHTK’s identity. Alongside the new “Confident Smile” brand icon, designed for seamless digital application, it embodies the joy and assurance of both shippers and users.

Minimalist brand identity layout featuring clean green and white split design with the GHTK mascot.

Inspired deeply with the vibrancy of Vietnam’s traffic and transportation system, all influenced elements such as lighting, speed and sound become the design principles for GHTK brand elements, color choice and motions.

Urban street scene capturing a green GHTK delivery vehicle in motion during daytime operations.
Close-up of a GHTK delivery rider wearing a green helmet and uniform with the company website.

Multi-brand System & Emojis

The newly designed brand structure enables a more human-centric approach, facilitating further expansion and ensuring greater consistency across all sub-branding channels.

Uniform

As part of the GHTK rebrand, GHTK’s uniform becomes a wearable chapter of its brand story. Racing-green polo with traffic-orange contrast lines, breathable ripstop fabric and streamlined cut—each detail nods to Vietnam’s roads, speed, and service culture. Agile, branded, built for motion.

GHTK courier standing proudly against a backdrop of motion-blurred night traffic lights.
Close-up of a green GHTK delivery helmet featuring aerodynamic design and brand graphics.

Speedy Branded Animation

We’ve crafted a dynamic motion for typography appearance, drawing inspiration from the rapid pace of Vietnam’s traffic and the vibrant, colorful imagery captured through low shutter speeds. This motion seeks to showcase the beauty of Vietnam’s lifestyle in an engaging and energetic manner.

Motion blur night shot of urban traffic trails representing fast delivery services for GHTK.
Animated night traffic light trails highlighting fast-paced delivery networks for GHTK.

Typography

Built for motion — DJR Forma Text Black Italic serves as GHTK’s signature display typeface, delivering a bold, speedy presence that mirrors Vietnam’s fast-moving streets.

Its forward-leaning tension anchors the brand’s visual structure and effortlessly complement the brand’s digital appearance, whether it is social media layouts, website, or campaign key visuals.

Bold typographic branding layout emphasizing logistics solutions for GHTK.
Animated typography banner displaying logistics service keywords in bold green and white layout.
Promotional banner featuring bold typography and messaging highlighting efficient delivery services for GHTK.
GHTK courier walking past a branded green vehicle featuring the iconic smiley mascot.
Stacked delivery boxes printed with the GHTK logo inside a warehouse sorting hub.
Courier workers carrying cardboard parcels inside a busy GHTK fulfillment and sorting warehouse.
Warehouse sorting operation featuring workers processing packages along automated conveyor systems.
Fleet of green GHTK delivery trucks packed tightly at a central logistics depot.
Courier worker sitting inside a green GHTK transport container surrounded by parcels.
Rear view of a GHTK courier wearing a green uniform shirt printed with the smiley mascot logo.
Aerial grid perspective showing green GHTK delivery trucks navigating urban streets.
GHTK delivery courier loading cardboard packages into the back of a delivery truck.
Grid montage showcasing logistics operations, green delivery trucks, and sorting facilities for GHTK.
Low-angle architectural shot of corporate skyscrapers framing a delivery vehicle graphic display.
Comprehensive brand guidelines spread detailing logo usage, color palettes, and typographic systems for GHTK.
Illuminated urban street corner at night highlighting fast parcel transport logistics.
GHTK delivery riders navigating an urban highway overpass during evening traffic.
Credits

Branding firm: M — N Associates
Executive Creative Director: Duy — N
Project Manager: M — Lan
Digital Director: Anh Nguyễn
Designer: Phúc Trần
Producer: Quân Nguyễn, An Phạm

Photography
Portfolio Photography: Wing Chan
Digital Retoucher: An Nguyễn, Phúc Trần
Footage Documentary: GHTK
Model: Lâm Uy Huỳnh, Quân Nguyễn

Special thanks
Hùng Võ (CMO / Strategy Head), Dentsu Redder (Activation agency) & GHTK Brand Team: Chris Việt Linh, Hàn Thúy