Solution — APD’s brand visibility was approached from two aspects: reworking the logo and corporate image; and redesigning its website. A modern, elegant, solid and intelligible geometric typeface was used for its new logo together with the symbol for copper (which is also the symbol for Venus and refers to harmony, beauty, love and life) to reinforce both APD’s technological and human profile.
APD’s working process is based on recovering and recycling waste to produce copper-based alloys. This human aspect of environmental responsibility had to be very much present.
The colour chosen for the copper symbol was a coppery orange. The letters are a faded greyish-white mirroring the visual effect of metal materials and it is all framed within a rectangle in accordance with the golden ratio, which is also a faded, metallic blue colour.