The story behind the new APEX logo You might have noticed something a little different about APEX recently. That's right, we have a fresh new look! New logo. Same excellent service and leading products you have come to trust since 2005. “APEX has grown tremendously over the years, and we felt it was time our logo reflects this evolution,” explains (full name and designation). “We wanted to tell our story in a way that resonates with communities and HORECA and retail sectors we passionately serve. We wanted a logo that captures the APEX experience, our energy, and our deep connection with Seychelles. We also felt the new logo should symbolise our dynamic future.” So, APEX threw down the challenge to artist Joelle Surname, who spent months working her magic. Joelle settled for a measured approach, retaining the APEX "triangle" but splitting the logo into three distinctive parts. She wove in characters and icons in each section to symbolise the various ways in which APEX serves Seychelles as well as our island nation's unique fauna, flora, marine life and attractions.
Seychelles Sustainability Exhibition
The APEX team was delighted to participate in the rst Seychelles Sustainability Exhibition at the Savoy Hotel in Mahé. The event on 22 & 23 June 2023 attracted hundreds of visitors including ministers, business leaders, decision-makers and other key sustainability role-players. Our team highlighted APEX’s ongoing commitment to sustainable business practices. We have replaced polystyrene boxes with insulated boxes to transport frozen goods, reducing harmful CFCs in the process. The “blue bins” we use to transport frozen, chilled and dry goods are designed for multiple use and are recycled. APEX has saved 98% of metric plastic weight annually by switching to nylon strapping to secure goods for transport. We are a step closer to becoming paperless. We have digitized operations and use AI to plan the most e cient truck delivery routes to reduce carbon emissions. Our ongoing beach clean-up operations in partnership with Ceres help reduce pollution along the shoreline and protect marine life.
The Logo
The logo is separated into three parts:
The top (or APEX) represents our logistics & services that put us head and shoulders above the rest: our strong fleet & management, our facilities, and our service to Retail and HORECA. APEX OF THE TRIANGLE: LOGISTICS/SERVICES
We call this “The Heart” as it represents everything Seychelles. Our love for our island nation powers everything we do. Over 90% of our team is Seychellois. HEART OF THE TRIANGLE: SEYCHELLES
The base represents our trusted, quality, leading products. They serve as the foundation of APEX. They anchor us and help us make a positive difference across Seychelles. BASE OF THE TRIANGLE: PRODUCTS
“Joelle did a fantastic job bringing our vision to life!” says Same name as above. “We love our new logo and hope you do too.”
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