Established in 1803, PZU is is one of the largest financial institutions in Poland and Eastern Europe, offering property and casualty insurance, life insurance, and open-end pension funds. It is also one of the most recognized brands in Poland, with more than 500 retail offices. Earlier this month, PZU introduced a new identity, designed by Warsaw-based PZL — although Whitecat Studios also has some work — and a new campaign with the tagline “We are changing for good” featuring a generously eyebrowed character by the name of Moloch, who represents all the old, negative stereotypes of the company.
PZU refreshed logo refers to the sign, which was in force in the company from 1952 to mid-90s The new mark has become simpler and more readable. His ring was lit, which gave him and created a modern three-dimensional effect. The new visual identity highlights the changes in a consistent way of presenting the issues puts a logo on a variety of materials. The brackets, which are surrounded by advertising slogans and themes are taken from the rim of the logo. They symbolize protection and care that surrounds PZU their customers. The new identity will affect all companies in the PZU Group.
— Press Release (translated in Google)
It’s pretty obvious that no one involved here was looking for a revolution of the logo — and if they were, the logo history clearly determined that a circle was needed with the three letters placed inside and the “Z” bigger than the other two — so in terms of updating the logo to the twenty-first century this is probably as good (or decent) as it gets. The new, super thick ring is bold and visible for retail applications and the sans serif typography sits well inside it. Looking to give it some flair, the type has some quirky details like the spiky serif on the “P” and the angled edges at the top of the “U”; I’m not sure if they were needed but they at least break the monotony of the mark. In application, the identity relies on a pair of brackets taken from the ring, that encapsulate brand messaging — it’s a little citibank-ish but it makes the company look contemporary and fresh. Overall, not a bad upgrade and Moloch is a welcome addition as an anti-spokesman.