Pbbr celebrates 20 years with new brand positioning
Pbbr is celebrating 20 years of activity this year. To mark the occasion, the firm has chosen to renew its institutional image. In line with the evolution the firm seeks to convey, the new logo’s typography has been changed, while taking care not to create a complete break with the previous version.
A more contemporary and minimalist typeface was chosen, lending “modernity and a stronger personality to the brand”, states Pbbr. Lowercase letters—part of the firm’s visual identity and a reference to the discretion that characterises its modus operandi—have been retained. The new visual identity of pbbr was developed by the agency TUX&GILL.
According to Pedro Pinto and Inês Reis, founding partners of pbbr: “In recent years, many firms have turned their brands into true communication tools, thereby clearly—and often effectively—defining their positioning vis-à-vis the competition.” They add: “At Pbbr, we have always believed that a brand should evolve over time and in line with its context, while never ceasing to reflect its values and its DNA.”
The founding partners further note that, to mark these 20 years of history, they chose “a brand that looks to the future without forgetting its history.” The full stop has been replaced by an underscore. Pedro Pinto and Inês Reis explain: “Our story continues. For that reason, we replaced the full stop with an underscore, a symbol of continuity that becomes the central element of all the brand’s communication.” The colour palette is dominated by shades of blue as the primary colours—representing trust, stability and professionalism—complemented by neutral contrasting colours that evoke a sense of ease and comfort.
