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.
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 entire brand visibility plan culminated in the inclusion of the claim “Your partner in copper-based alloys”, which defines APD’s product and services while communicating closeness to clients and suppliers.