LOGOS OF PZL ADVERTISING AGENCY’S DIVISIONS by Leo Burnett Warsaw for Pzl

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LOGOS OF PZL ADVERTISING AGENCY’S DIVISIONS

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Poland
Agency Leo Burnett Warsaw
Creative Director Kot Przybora, Iwo Zaniewski
Released November 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: PZL (LEO BURNETT GROUP)
Product/Service: ADVERTISING AGENCY
Agency: PZL WARSAW (LEO BURNETT GROUP)
Date of First Appearance: Nov 15 2009 12:00AM
Entrant Company: PZL WARSAW (LEO BURNETT GROUP), Warsaw, POLAND
Creative Director: Kot Przybora (PZL)
Project Director: Robert Rosol (PZL)
Creative Director: Iwo Zaniewski (PZL)
Mechanika Director: Tomasz Targinski (PZL)

Describe the challenges and key objectives
To design a logo that encapsulates the four divisions OF PZL: Navigation, Projector, Pezetelle and Mechanics. Four structures have been distinguished from the PZL Agency, a fact alien to a number of customers. These structures have their own names and logotypes: PZL Navigation (responsible for strategic advice in the creation of new makes), PZL Projector (designing logotypes, packaging), PZL Pezetelle (preparing communication addressed to women) and PZL Mechanics (engaged in non-standard activities).

Describe the brief from the client
To design a logo that encapsulates the four divisions of PZL: Navigation, Projector, Pezetelle and Mechanics.

Describe how you arrived at the final design
The logotypes form a PZL circle but have differing centres of gravity: Navigation is associated with a compass, Projector – with warplanes, Pezetelle looks like womanlike eyes, Mechanics is a flywheel, without which the engine does not function.

Give some indication of how successful the outcome was in the market
This is our internal idea of how to divide the agency into specific departments. LOGOS describe the specific skills of each department. There was the perception on the market that we are only a specialist of the ATL campaigns - funny and very outstanding communiaction in different categories, but it wasn't true. We did a lot of packaging, logos, strategic cases and we wanted to be perceived like that. There wasn't much pitch invitation for design or packaging, only for strategy. After this mailing and the division into 4 different items we are working right now on 3 specific strategic topics and we made 3 new brand strategies and packaging from the very beginning. So the communication to the market was successful. These are the names of the 4 additional agency items.