New Aim, one of Australia’s fastest-growing private e-commerce companies, has launched a new logo and brand identity designed by Sydney-based agency Christopher Doyle & Co. The update reflects New Aim’s goal of modernizing its image, aligning it with the company’s innovative approach to supply chain management and e-commerce solutions. The new identity moves away from the company’s previous corporate look, embracing a dynamic, approachable style that highlights growth, agility, and progress.
The center of the refreshed identity is a bold, simplified logo. The design merges a stylized letter “A” with an upward-pointing arrow, tying into the company’s name while visually representing its focus on growth, performance, and constant progress. The arrow symbolizes momentum, while the “A” anchors the brand’s identity. Clean lines and geometric shapes create a recognizable mark that works well across digital and physical platforms.
Blending the arrow with the letter “A” creates interesting visual tension. The arrow feels slightly abstract due to the added crossbar, which makes the letter form more prominent. On the other hand, the sharp angles and extended crossbar of the “A” create a sense of movement, almost like speed lines. The balance adds depth to the logo, allowing it to function as a literal representation of the company’s name and a symbol of its forward-looking mindset.
The wordmark complements the logo with a custom unicase geometric sans-serif typeface. The typography has a modern, friendly feel contrasts with the old logo’s more formal, corporate style. Rounded edges and smooth curves suggest approachability while maintaining a professional tone, fitting the company’s role in B2B e-commerce. The typeface includes some quirky details—like the floating look of the “w” and the compact shape of the “m”—that give it character, helping the brand stand out in a crowded market. While these quirks may affect balance in certain layouts, they add personality, making the identity more memorable.
The old muted grays and blues are replaced by a vibrant green that brings energy and freshness. The bold hue reflects growth, renewal, and a forward-moving spirit—qualities that align with the company’s business values. The new color improves visibility, adds vitality, and fits current design trends that favor bold, impactful tones.
The rebranding introduces a flexible design system built for digital use. The system reflects the company’s tech-driven operations and focuses on seamless user experiences across different platforms. The way the logo, wordmark, and color palette interact creates a cohesive look that works everywhere—from product packaging and corporate presentations to websites and apps.
The new design is a big departure from the old logo, which featured an abstract pyramid with layered gradients—an aesthetic common in early 2000s corporate branding. With its heavy, technical typography, that logo gave off a rigid, impersonal vibe, fitting for a company focused on back-end logistics. In contrast, the new identity feels fresh and human, highlighting the company’s growth into a customer-focused business that supports both companies and consumers.
The clean design, bold typography, and vibrant colors project a confident, modern image of a business built for growth and innovation. The rebranding strengthens New Aim’s market presence and reinforces its role as a leader in the e-commerce space, ready to reach new heights in the years ahead.
