Pàu brand identity 2.0

The old branding mainly consisted of four colors that did not align with our professionalism and maturity.

The four colors in the old branding did not meet current accessibility guidelines. In addition to the colors, the branding included numerous illustrations, shapes, and icons that were used inconsistently across different touchpoints. While the logo was still acceptable, it also needed an upgrade.

Before diving into the design process, we needed to define a clear direction for the rebranding. One important question arose: Evolution or revolution?

We chose evolution because we wanted to stay true to who we are and build upon the strong foundations we have established. Our ​‘People First’ approach and human-centric character have defined Pàu from the very beginning, and this is evident in our workplace. Not only do we heavily invest in personal development, but we also see users and stakeholders as key players in every project we take on. This mindset will always be deeply embedded in everything we do.

It didn’t take long for us to uncover a series of inconsistencies and design flaws. The outcome of the design audit was a list of elements we could improve, change, or even eliminate. It was the perfect time to explore concepts and directions instead of making adjustments without a clear goal in mind.

We started by refining the old logo. We kept the idea of connected letters but gave it a modern look and feel by using geometric shapes and outline strokes instead of the existing typeface. These basic shapes align perfectly with what we do daily — mapping out structures and connecting the dots for our clients. This quickly became one of the key building blocks of our new brand identity.

The geometric character and outlines of the logo inspired us to extend the rebranding in this direction.
Eventually, everything fell into place. The way we define structures for our clients, tailor solutions to their needs, and add our own unique touch to the work we do is now embedded in our brand identity.

We used elements of the logo to create new design components. This way, all elements originate from the same source and remain deeply connected, both consciously and subconsciously.

We also defined a new color palette with a strong focus on our People First culture. We chose green as our primary color, as it connects us to nature — the most powerful force in life. Green also conveys a sense of calm. Since we operate in a digital industry, we incorporated a bold accent color as a subtle nod to the tech world. The wave in our logo was the perfect place to integrate this color accent.

Typography often doesn’t get the attention it deserves, yet it’s a core element of any brand identity. We selected fonts that reflect our characteristics and create a cohesive visual identity.

Beyond colors, typography, and shapes, we wanted a powerful baseline that highlights the human aspect of our digital work — a constant reminder that even in a digital world, we aim to stay human. The baseline also reflects how we create user-centered digital products: by thinking and doing.

This intense but insightful process concluded with the launch of our new website, alongside all other digital assets, such as email templates.

A rebranding can only succeed if it’s applied consistently across all company touchpoints. Consistency is key, and rushing the process rarely leads to good results. From car stickers to cycling jerseys — we truly thought of everything.