Psion Design & Branding PSION LOGO by Futurebrand

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Industry IT & Electronical Components
Media Design & Branding
Market United Kingdom
Agency Futurebrand
Creative Director Tony Fox, Stuart Dickinson
Released January 2011

Credits & Description

Category: Logo Design
Advertiser: PSION
Date of First Appearance: Jan 31 2011
Creative Director: Stuart Dickinson (FutureBrand)
Creative Director: Tony Fox (FutureBrand)
Senior Designer: David Waters (FutureBrand)
Senior Account Manager: Tanya Sulewski (FutureBrand)
Associate Director Strategy: Nader Khosrovani (FutureBrand)
Media placement: Corporate Identity - All Corporate Touchpoints - 31st January 2011

Describe the brief from the client
Psion's new business model was set to revolutionise the category and in turn, transform its own reputation. Our brief was to create a strategic brand positioning and a bold new identity to bring this to life.

Describe the challenges and key objectives
The first challenge, which we saw as an opportunity, was that the business to business brand and communications landscape was very dull and dry - it's a fact that business to business clients do not get the same level of expertise, attention or budgets that consumer brands do.
The second was that Psion really needed to raise it's profile very quickly. We decided to take a revolutionary approach to the identity and create a logo that was in itself capable of communicating the core idea of the business in any channel - current and future.

Describe how you arrived at the final design
We worked with our client to position their brand into a single, customer benefit driven promise: Adaptive Ingenuity. Our solution was to develop a logo that adapted to its surroundings - a three dimensional 360 degree mirrored logo that, when placed in any environment partially or almost completely disappears. This notion turns common marketing theory on its head - surely you want your identity to stand out? Normally yes, but in this case, you see a poster of a forest and discover the Psion logo immersed within it, just as Psions's technology adapts and is ever present in its working environments.

Give some indication of how successful the outcome was in the market
Response and feedback has been very good. Internally the identity has symbolised a renewed confidence in the future of the company. 3rd party resellers, who are a vital audience for Psion, absolutely love it.
Since the launch there has been a 15% increase in website hits.