CREATION OF THE PADO BRAND by Futurebrand for PADO

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CREATION OF THE PADO BRAND

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Industry Household maintenance & pet products, Locks
Media Design & Branding
Market Brazil
Agency Futurebrand
Released April 2010

Credits & Description

Category: Logo Design
Advertiser: PADO
Product/Service: LOCKS AND PADLOCKS
Agency: FUTUREBRAND SAO PAULO
Date of First Appearance: Apr 6 2010
Entrant Company: FUTUREBRAND SAO PAULO, BRAZIL
: FutureBrand Team (FutureBrand)
Media placement: Temporary Exhibition - FEICON 2010 (The International Construction Industry Fair) - April 6, 2010

Describe the brief from the client
To deal with the continuous growth of the brand and its increased domestic and international market share, it was necessary to change and create a new positioning, verbal and visual identity.

Describe the challenges and key objectives
As a result of the changes on the market, on the competitive scenario, and internal shifts in the organisation, our main objective was to create a positioning, verbal and visual that reflected this new moment for the brand.
Our biggest challenge was to create something for PADO that would really make a difference, that would make it stand out in this “commoditised” market, something that communicated the same attributes worldwide.

Describe how you arrived at the final design
The brand’s new visual identity has the letter ‘A’ in PADO representing a stylised padlock, its best-recognised product. The synthetic form translates the essential concept of design – harmony between beauty and functionality.
Although the logo has been changed significantly, various original elements have been kept on, such as the colour and lower case letters, which also reveals an intention to evolve without breaking away from the history built up by the brand.

Give some indication of how successful the outcome was in the market
With the new brand, officially launched at FEICON 2010 (The International Construction Industry Fair), PADO presented to the market the new moment for the company – which for ten years has led the high quality padlock and lock segment, with a 69% market share, according to the Ibope Anamaco 2009 survey.