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In 2003, Pon acquired the dealership of Caterpillar in the Netherlands and Scandinavia. Therefore a new dealer identity was needed that QuA designed. The visual identity was based on the Pon Caterpillar logo. The Pon wordmark had to be strong but yet modest enough to not shout down the Caterpillar design. This resulted in a word mark that is bold, tough and representative for Pon Caterpillar’s products and activities. The rest of the visual identity originated from this logo and reflects the same tough attitude as the logo does. The identity uses elements from the logo, such as curved lines as well as the same colour scheme. The communication items were partly designed directly by QuA and otherwise based on the manual that QuA developed. |
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