Since 1912 Pharmaceutical Defence Limited (PDL) has been in service to pharmacists at all stages of their career with a 24 hour advice line, insurance and a range of other support services. With a large number of stakeholders and a good deal of brand equity on the line, it was important to take a softly softly approach. After facilitating several workshops, we took a ‘refresh mindset’ with the rebrand and worked hard to bring everyone along on the journey.
The Principle Design team brightened the existing orange, updated the typography in the mark and introduced a palette of secondary language and colours to provide breadth to the expression of the brand.