POSH, a tech and logistics company known for its innovative solutions, has launched a new logo and visual identity designed by Bauerhaus Studio. Rebrand reflects the company’s evolution and focus on staying fresh and relevant in a competitive market.
The old logo featured a bold yellow-and-black combo, giving off an industrial, high-energy vibe. It had a geometric symbol of angular triangles intersected by sharp lines and heavy, straight-edged lettering. The overall look was rigid and commanding, reinforcing the company’s focus on precision and structure.
The new logo takes a completely different direction. Gone is the bright yellow, replaced by a clean black-and-white palette. The shift to simplicity gives it a timeless, professional feel that works across digital platforms and physical spaces.
The blocky, geometric font has been replaced with something smoother and more fluid. The letters have rounded edges, subtle curves, and a slight forward tilt. The new style reflects POSH’s agile mindset and adaptability in fast-moving industries like tech and logistics. Despite the softer feel, the font is bold and easy to read, balancing modernity with approachability.
Another noticeable change is the removal of the geometric symbol. By focusing solely on the word “POSH,” the new design strengthens brand recognition—no extra icons to distract from the name. A clean, text-focused approach gives the logo a cohesive, polished look that’s easy to recognize.
Switching from yellow to black-and-white signals a shift toward a more mature, contemporary identity. The black background makes the white lettering pop, creating a strong, bold, and striking contrast. The color scheme boosts visibility and conveys a sense of confidence and sophistication.
The refreshed identity feels sleek and confident. It focuses on clean typography, ditches unnecessary graphics, and embraces a minimalist color palette. The identity reflects the company’s commitment to growth and innovation, positioning POSH as a forward-thinking leader in technology and logistics ready to make its mark on the global stage.
