Striking the right balance between heritage and the evolutionary process of progressing into the future was critical in representing the brand and the association. This was the objective given to us.
We have highlighted the capital ‘P’ as a symbolic icon of the association through a fresh and bold visual. It sends a strong message of not only being ‘people oriented’ but also inclusive of the versatile ‘personalities’ embodied by the association. The curvatures of the icon also represent a fluid circular motion that is in constant progression throughout the many facets of the association.