Branding wins business at Topspeed Couriers

From small beginnings in Cheshire in 1985, Topspeed Couriers has become a significant player in specialist transportation now running a large fleet of vehicles based throughout the UK, and operating services for organisations in the food chain and environmental sector, nuclear industry and criminal justice system.
Topspeed Courier’s relationship with Fox Graphics started from small beginnings too. In 2008, the company needed a version of its logo to use on software and an updated brochure, but neither company could have predicted the scale of the actual design work that followed.
Fox Graphics pointed out that the full stops in the company’s existing logo contradicted its core function, and MD Stephen Clegg decided that Topspeed Courier’s whole brand needed to be overhauled. Creating a new logo and brand to convey forward movement, Fox Graphics has worked closely alongside Topspeed Couriers for the last three years, methodically introducing the new design into every facet of the business.

High worth

“Our new branding has brought new presence and confidence to the business,” explains Stephen. “For us to make a substantial investment like this when trading conditions are tough, speaks volumes about us as a company. We look like a high worth enterprise – and we are.”
From stationery, uniforms and exhibition stands to presentation materials, ID cards and fleet livery – including Topspeed’s Formula 3 race car – Fox Graphics has brought the new branding to life in diverse formats.
One particularly challenging item was the company’s Driver’s Manual, its ‘business bible’ created and added to over a seven year period by the whole management team. Residing in an MS Word document, its 30 pages of content had become cumbersome and difficult to manage, but it contained vital operational information and the business’ whole philosophy.

Stephen routinely presented the Driver’s Manual as part of Topspeed Courier’s tender responses; customers regularly said it was a significant factor in their decision to work with Topspeed; every vehicle contained a copy; and every driver knew the Manual off by heart.

A challenge and a privilege

“It was both a challenge and a privilege to be entrusted with Topspeed’s Driver’s Manual,” explains Kate Fox, Creative Director at Fox Graphics. “My previous training career skills came to the fore. I was able to restructure the content, eliminate any repetition, and design a format that was much easier to read, learn and reference. We also introduced cartoons to highlight important content and lighten the overall tone of the document.”

Topspeed was delighted with the result

“When you ask Kate to do a job, it gets done,” Stephen explains. “I let Kate know what the problem is – it gets picked up, considered, acted on, printed and delivered to our doorstep – and it’s right every time.
“Recently we customised our company brochure and used it as the bid material for a major specialist transportation contract,” continues Stephen. “This was Kate’s suggestion, and I know that this forethought and the new Drivers’ Manual won us the business. We get a lot more from Fox Graphics than just design; we get knowledge, added value and tangible business input.”