MY UPDATED BRANDING FOR PEERLESS
I had the privilege of developing the new company branding. Initially I only created a new logo, but this was well received and happily spread to further developments including business cards, compliment slips, drawing templates, installation sheets and a new brochure to name just a few. I'm a big fan of flat design and this logo was definitely inspired by some of the fantastic examples out there. My goal was to create an identity which highlighted our refreshing approach (new green colour), offered a recognisable stamp (the circular PD logo), whilst also highlighting our informal, modern take on design, portrayed by the use of only lowercase letters. As we are now a member of a group of companies, it was important our new branding also matched well with our sister company based in the same offices, Assigns Ltd.
The challenge was creating something suitable for a wide target market (architects / designers, retailers, consumers and manufacturers) who all have different opinions on what a great logo looks like. With the addition of 'designs' to the logo it infers our close design / manufacture connections to clients. The separate PD green circle emblem can also be used as a standalone 'stamp' if you like. This stamp can be seen on drawing templates, compliments slips etc, essentially anything that a potential customer sees becomes synonymous with this PD emblem.
I changed all company literature with careful consideration as to how we could make it easier for everyone to understand our product range. After the director's and sales team had whittled down the extensive product range, my first task was our data and installation sheets. I took a concise, decluttered approach with the new format (shown below). Profiles were clearly laid out, useless text was removed, product codes / titles were the only text using a bold font, and the 3D representations of the product were distinctly obvious as to which product they related to. The new numbering system (A.01-A.08 etc) made sense and had the date removed (datasheets are now automatically updated on our website). More importantly they were restructured into a logical order of how a shopfitter / architect would be looking to browse our product range, uprights > brackets > shelves etc. These sheets are generally printed 'on-the-fly', photocopied, and damaged on site (unlike the brochure) so I stuck with the simple black and white colourway.
I have also been working on creating documents which make it easier for clients to purchase, specify or browse our components. I developed a 'purchasing guide', which essentially answers all of the questions those who are not familiar with shopfitting or shopfitting systems ask us. More importantly however, I worked alongside our marketing agency Standout, to restructure and redesign our brochure from the ground up. As I was familiar with the products and projects, I created a mock-up with a defined page structure including the new datasheets, existing images and renders. I then worked with Standout as they supplied brilliant 'hero' shots and elevated the look and feel of the brochure to a higher level of graphic design. Flick through the final 2017 brochure in the PDF viewer below (Refresh the page if not visible).