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Pon is an international trading group engaged in a wide variety of activities, which can be divided into two overall groups: Pon Automotive and Pon Equipment & Power Systems. QuA was asked to develop a new corporate identity and a series of communication carriers for the four organisational levels that Pon excists from. Although each level will partly keep its own look-and-feel, the designs for all four were based on the same key values and are therefore clearly linked. The key values are summarized in the main theme “Discreet yet decisive”. The organizational structure itself was used as a foundation for the brand architecture. The concepts and designs for Holdings level were developed first, with the designs for the other three levels directly originating from those. Therefore a “family” relation is clearly visible. Based on the main theme, QuA developed a logo for Pon Holdings consisting of a pattern of dots. Each dot represents an individual person or organisation that is part of Pon. The name Pon has been left out of this pattern because the Holding is present, precisely by not being present. The logos on the other three levels were all based on this logo, with the name Pon written in a more clear way. Apart from logos, QuA developed a complete visual language for each one of the four levels, consisting of elements such as colour ranges, grids and typography. Taking this as a foundation, QuA worked out four sets of communication carriers for Pon Holdings and the other three levels. These consist of items such as stationery sets, powerpoint templates, websites, intranet sites and internal newsletters. |
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