Platige Image: REBRANDING FOR PI

Credits & Description:

Advertiser: PLATIGE IMAGE
Agency: JUICE
Category: Other Consumer Products (including Durable Goods)
Creative Director: Adam Tunikowski (Juice)
Executive Producer: Marcin Kobylecki (Platige Image)
Art Director: Michal Misinski (Juice)
Art Director: Jakub Jablonski (Platige Image)

Client Brief Or Objective
The primary task of the designers was to create a new logo. The new design was supposed to be strong, expressive, and to reference the old logo.

Implementation
As the advantages of the full Platige Image name were increasingly obvious, we decided to simplify it by doing away with the “Image” part and leaving “Platige” as the primary brand. PI is an acronym for Platige Image, and the word itself holds a multitude of meanings and inspirations. A mathematical symbol that holds a certain mystery, represents an infinite string of numbers, defines spirals, and is calculated with triangles inscribed in circles – that’s a lot of geometry and geometry is always welcome when you’re designing a logo. Our design approach was based on a spiral and a triangle born of the curve. The triangle, in turn, created the letter P, with the resulting design mostly retaining the shape of the π symbol.

Outcome
The new logo was influenced by American brand logos from the 1960s and 1970s – it’s simple, massive, and expressive. The designers were also inspired by the mathematical π symbol, which is also an acronym for Platige Image. Eventually, the studio presented a highly stylized letter P inscribed in a triangle that mostly retained the shape of the mathematical symbol. The elegant geometry of the logo was complemented by a stark and militaristic typeface.

Brief Explanation
In the case of Platige Image we’re dealing with a very clever play on words. Another advantage was the unique character of the name. We set out to develop the rebranding concept in three directions. One direction was to follow the example of brand logos from the 1960s and 1970s.Another direction, extremely different from the first one, was to take a closer look at the French-sounding phonetic pronunciation of the name. The third direction – was to go the conservative way: use Helvetica and Zurich as universal fonts. The only correct solution would be to design the logo by compressing the three elements – the mathematical sign, and the world “platige” and “image” – into one simple message: “Pi.”