Freight Forwarding Excellence: With a completely revised design and a new slogan, Europe's largest general cargo cooperation presents itself as a strong brand.
October 2025 – “It was time to make the transformation of our alliance visible to the outside world,” says Tassilo Schneider, CEO of System Alliance Europe (SAE). As part of a comprehensive transformation process that began two years ago with the change of name to a cooperative, Europe's largest general cargo cooperation has now taken a further step and fundamentally changed its image.
The new logo is formed from the three initial letters of the cooperative, which – written in lower case – appear to flow into one another. “It documents the strength and unity of our logistics alliance,” explains Schneider, adding: “We want to establish sae as an international brand that stands for the quality, innovative strength, and expertise of its member companies.”
This claim is underlined by the new slogan “Freight Forwarding Excellence.” The new corporate design, which features the colors dark blue and orange, is available to all SAE members and can be used as a striking design element for all print and online media.
