as solid as metal
Our task — APD is a copper producer and as part of its official business promotion plan needed brand consulting and branding in keeping with the international focus of its services.
The brand values to be communicated were: quality, technology, the spirit of change, modernity, a young family business, dynamism, service and ability to react.
- Graphic communication
- Logotype design
- Corporate identity
- Art direction
- Commercial tools
- Web design
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.
We also took care of the art direction and shooting in order to transmit this new image properly in the website pictures and sales material. The photographic style had to be clear and descriptive, almost documentary, with powerful and dramatic framing, with close-ups, commanding our attention with powerful colours and heavy tones.
The website was designed to communicate that APD is a company with a quality product, with customer-focussed service and the ability to respond effectively, which is different to the competition. All of the sections and services included (recycling, products, RDI, manufacturing, etc.) are included in the company’s logo itself and in its new image.