Opinions on corporate and brand identity work.

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New Logo and Identity for Interactive Group by Brandient
 

before

after

Reviewed Jul. 21, 2015 by Armin

Industry / Technology Tags /

Established in 1984, Interactive Group is a telecommunications and information technology in Pakistan, providing a wide range of services like automation, hosting, storage, connectivity and security needs. Working for public and private clients, Interactive Group has helped establish Pakistan’s first cellular mobile network, enabled Pakistan television to broadcast globally via satellite, and launched Pakistan’s first mobile TV service. Earlier this year, Interactive Group introduced a new identity designed by Bucharest, Romania- and Singapore-based Brandient.

Striving to construct a new, modern and vibrant visual identity for the company — one that illustrates the transformative power of technology and yet reflects the heritage of Pakistani culture — prompted a novel use of Pakistani national symbols as building blocks.

Thus, Brandient imagined the “Pentacrescent” — a three-dimensional piece that combines together five crescents into a proprietary star shape, an object-logo able to represent the reality of a truly multi-faceted, complex business and organization, and to allow for rich symbolism.

Brandient project page

New Logo and Identity for Interactive Group by Brandient
The crescent and star of the Pakistan flag serve as the structure for the logo.
New Logo and Identity for Interactive Group by Brandient
Logo detail.
New Logo and Identity for Interactive Group by Brandient
“Pentacrescent” details.

The old logo, I can’t even… but I have to so I shall: It’s the kind of logo you either think about or do as a joke of an extended cliché of what a technology company that does incomprehensible stuff would look like. I guess the triple infinity ring was okay but the typography, no thank you. The new logo, at first glance, also triggers a slight WTF? reaction but I actually think this is quite good. Particularly the origin of the icon from the merging of the the crescent and the star of the Pakistani flag. It’s very smart and taking it to the extreme end of the spectrum as a high-voltage 3D rendering is unexpected. The result is undeniably intriguing, like a starfruit that holds the power to open portals and the Decepticons are trying to capture it. In seriousness, though, I do think it signals bold ambitions and establishes Interactive Group as a corporation leading technology advancements in its country.

New Logo and Identity for Interactive Group by Brandient
Wordmark construction. Good thing they pointed out the notches because I had not noticed them.

The wordmark, I’m not as positive about. The notches are far too distracting and serve no conceptual purpose (or at least none that I read about). Something a little lighter and without an all uppercase approach would have paired better with the icon. Part of the problem is the lengthy (and generic) name too.

New Logo and Identity for Interactive Group by Brandient
Stationery.
New Logo and Identity for Interactive Group by Brandient
Brochure.
New Logo and Identity for Interactive Group by Brandient
PR kit.
New Logo and Identity for Interactive Group by Brandient
New Logo and Identity for Interactive Group by Brandient
Pentacrescent and photograph combinations.
New Logo and Identity for Interactive Group by Brandient
Flags.

In application, the Pentacrescent takes on different hues and is used generously throughout, placed in layouts like an ever-present blimp. It may be a case of “Ooooooh, shiny” but I really like that thing, hard to justify more in words. The layouts have a good balance of party with the Pentacrescent and business with the typography. Overall, it’s a great improvement and we don’t tend to think of Pakistan as a place where corporations can have venturesome identities like this, so it’s a welcome surprise.

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