Puig, Home of Creativity - The Journey of a Visual Evolution

[Music] for more than 20 years we have run this private company as if we were a public company now Our intention is to run this public company as if we were a private one we will run thinking on the long term on the health of Our Brands and on maintaining our culture we will try to make this transition as smooth as we can but some things will change going forward we're also going to be more outspoken about B up to now most of our communication efforts were directed towards promoting Our Brands but in the future we will also talk more about our company who we are what do we do what do we stand for we will talk about Pooch as a home of creativity a place where Branch can shine and where people can grow we are also celebrating our 110 year anniversary a reminder of our long history and we are sponsoring the first ever F women's Amer C that will take place in our hometown and for all that we're changing our logo to express these ideas and at the same time dig deeply into our Roots you will be seeing progressively a transition from our current logo towards a new one I hope you think it reflects who we have become P home of [Music] creativity this is something that has evolved over time must continue evolving in a world that has accelerated with digital transformation the visual identity represents us in front of the external wall and at the same time is what keep us United and working together the PO voice that we are trying to express is both discret and really sure of his beliefs there is something which is at the same time very kind of subtle but it's also something that has a very strong identity visually I think the creativity needed to be regressed and put at the center of that Corporation it has lost his voice somehow and the human scale just to keep that kind of a human scale I mean we were told that uh it's part of the family it was at that time if simmerman a Swiss graphic design established in Barcelona from the Basel school who help us since the 70s until today for the typography if help us to choose a very Innovative typo for that time that was the Meridian from Switzerland 1955 typographer Adrian frutiger very easy to read with a natural fluidity that gave a very appropriate aesthetic sense at that time now we're evolving this Meridian type people with certain asymmetry giving it a unique touch representing what a home of creativity has Inside by looking at the work of the mman looking at the relationship with the family we thought there was a possibility to keep something that was rooted in the history but that there was a possibility to be a bit more daring and a bit more expressive visually so we've tried to reinterpret the the perception of the Meridia but to put into something that would give more stability and more weight to the name as a brand there is a contradiction of Curves versus angles that are opposed inside the type phase this create a very stable block for the crest to exist as a more ephemeral or immaterial sign as a as a provocation and then like a kind of play of word one was called Meridian and then we say okay let's make it parallel concerning the logo it is also important to evolve over time but at the same time time keeping it understandable for all cultures as well as unique the current logo was not the first one we started inspired by flowers petals perfume drops many years ago the consumer used to call it the TIC choke and we evolve again with a perfume drop design to the current logo called the four moons or Smiles now with the digital wall a graphic design with movement has a real sense so we w towards a dynamic logo as our fingerprint discrete subtle fragile but strong at the same time that could embrace the sense of this extra Touch of creativity the identity it's built in two blocks one block is the PO name where we reestablish a kind of a soil or like a it's it's very strong and anchor into Earth and then the other one is more like a infinite line that draws itself and that was also done in relation to the work of Miro and then [Music] cryptic it's like free gray canvas where there is a line that goes uh from one side of the canvas and then the end of the canvas and this reflect the idea of a a timeline that's encapsulated in in space the sign that we crafted and drawn was in the roots of the company itself designed by Zim man but we made it lighter so it looks like uh it's In Perpetual Movement we tried to restore this kind of stability yet and stability between two contradictory way of seeing the world one being reason and the one being feelings you have this kind of complexity both in the sign on the top the crest in the way the name is written and then also the way those two elements are are fixed one to [Music] another there is electricity and this is where p is just like in between there is a moment in time where the sign is been designed by us then doesn't belong to us anymore and it belongs to the PO company this is what's the important part that suddenly everyone within the company take this sign and make this sign their own [Music] sign P home of creativity