The core business values stem from Islamic family heritage: humility, respect, integrity, and responsibility of the leaders towards their people. On the other hand, the specifics of the technology category — agility and dynamism, diversity and complexity — complete the value profile of the organization.
The business strategy was well internalized under the acronym HOPE (Health Programs + Optimized Connectivity Projects + Public Sector Projects + Enterprise Multi-Sector Projects) — and capitalizing on this internal currency provided the unifying brand idea: “Fulfilling Hope.” This is also in tune with the mantra “Solving pressing issues of society,” which has served as a corporate promise for decades.
Striving to construct a new, modern and vibrant visual identity for the company — one that illustrates the transformative power of technology and yet reflects the heritage of Pakistani culture — prompted a novel use of Pakistani national symbols as building blocks.
Thus, Brandient imagined the “Pentacrescent” — a three-dimensional piece that combines together five crescents into a proprietary star shape, an object-logo able to represent the reality of a truly multi-faceted, complex business and organization, and to allow for rich symbolism.
The Five Crescents are standing for the founding values and Pakistani pride, the Star symbolizes the aspiration and desire to lead the change, while the Globe-like side view of the Pentacrescent denotes international expansion, cosmopolitism and openness to the world.
The metaphorical language of the core identity was complemented with a down-to-earth functional set of icons and graphic devices for drawing branded diagrams.