The squared circle

Bringing life back to a 40 year brand through a corporate brand refresh

We have highlighted the capital ‘P’ as a symbolic icon of the association through a fresh and bold visual. It sends a strong message of not only being ‘people oriented’ but also inclusive of the versatile ‘personalities’ embodied by the association. The curvatures of the icon with its fluid circular motion represents the constant progression throughout the many facets of the association. The heritage, constant progression and depth of the association is also captured in the colours, where we have kept the original dark green and have taken it further with the gradient of greens and yellow that represent growth, vitality, reliability and originality.
Any brand with a heritage behind it at some point needs to be updated and brought into the present. As a 40 years old brand PIAM needed a refresh and meaning brought back to the brands identity, positioning and story. Striking the right balance between heritage and the evolutionary process of progressing into the future was critical in representing the brand and the association. This balance can be seen through the identity, collaterals and online reporting.

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