Performance Chemicals
An identity in need of a refresh, without losing its history.
Performance Chemicals is a chemical manufacturing company based in London, with a global reach. They manufacture & supply chemicals to the likes of: Disney, The Ministry of Defence, Ford, Jaguar Land Rover and Transport for London.
Project
Brand Identity & Website Design
Year
2021 - Present
Original wordmark
The original wordmark was designed back in the 1980’s and hadn’t been updated since then. The client wanted to retain some of the brands heritage in the new logo. So the strategy was to elevate the existing wordmark, not create an entirely new look for the business.
New wordmark
The new wordmark is built using a custom weight of the Avant Garde typeface, set with tight kerning to nod to the original Performance wordmark. Side-by-side with the original you can see how we kept the update simple so that customers would still recognise it.
The Performance icon
One new element of the brand that we wanted to add to the business was an icon. A simple, recognisable symbol for the business that could sit on social media, labelling, online etc.
The icon is two interlocking P’s the come together to form an abstract mark that can be wholly owned and used as a symbol for the business in the modern world.
Website
As part of the brand refresh we were asked to design and build a new website & online store for Performance Chemicals.
You can visit the website here
Packaging & Labelling
We worked with their product teams to design bespoke branding for hero products like Vactan and their PCS range of products as well as generic labelling and branding for all of their other products.
