visual identity concept packaging corporation of america gd400 fall 2017 Mary Carnes
of America
1.1 Packaging Corporation
“We provide a quality service unlike any other. We will accommodate any project with creativity, timeliness and attention to detail.”
PCA does the hard to do we do what’s right for our customers, not what’s easy.
and above all, PCA cares about... PEOPLE CUSTOMERS TRUST
“When you choose Packaging Corporation of America, you work with people who do the right things for each other and for our customers. We believe in utilizing the power of strong collaborative relationships, bound by the trust we have earned, to deliver innovative packaging solutions and an outstanding service experience.�
1.2 Current Identity
compared to competitor’s identities, we find the current PCA logo to be awkward, dated and inconsistent with the quality of product and sophistication of the company
The current identity lacks key elements desired for the future of PCA simplicity clarity flexibility timelessness memorability
The logo is also somewhat dated and doesn’t fully represent the high quality work that PCA prides themselves on.
PCA wants to evoke feelings of distinction refinement
1.3 Goals & Vision
excellence
HIGHEST QUALITY
expertise passion service care
PCA hopes to expand to the global market and desires the future identity to speak to all industries and cultures PCA desires to become more sophisticated in the digital landscape
The form was originally inspired by the shape that the top of a closed box makes.
2.1 Inspiration
The two vertical lines with a diagonal line in between
Packaging Corporation of America
2.2 Logo & Wordmark
Packaging Corporation of America
2.3 Secondary Elements
2.4 Typography & Technical Information
Title/Display
Body Copy
Trade Gothic Light
Trade Gothic Regular 10pt 14pt leading
“When you choose Packaging Corporation of America, you work with people who do the right things for each other and for our customers. We believe in utilizing the power of strong collaborative relationships, bound by the trust we have earned, to deliver innovative packaging solutions and an outstanding service experience.�
C13M2Y8K0 R219G234B231 HEX dbe9e7 P 317
C3M1Y2K0 R244G247B246 HEX f4f6f5 P 75418
C27M38Y62K2 R186G152B111 Hex b9976e P 465
C18M6Y13K0 R207G221B217 HEX cfddd9 P 573
Color Guide
C24M9Y16K0 R193G211B208 HEXc1d2d0 P 565
C99M85Y6K R32G71B150 Hex 1f4397 P 2738 C28M11Y20K0 R184G204B199 HEX b8cbc6 P 622
C77M67Y46K34 R62G669B86 Hex 3d4556 P 532
C95M82Y47K52 R20G36B62 Hex13233d P 532
C100M89Y35K27 R28G48B93 Hex 1c2f5d P 533
C100M90Y22K7 R37G60B123 Hex 253a7a P 2745