Interactive Group’s new identity designed by Brandient
Innovative logo for the expanding pan-Asian IT&C group
Brandient designed the new identity for Interactive Group — a leading Pakistani IT&C integrator, with a growing pan-Asian presence, which has expanded over the past 30 years from IT services to a wide array of cross-industry solutions in Broadcasting, Education, Health, Transport and the Public Sector.
The entrepreneurial, family-owned business, guided by a visionary and widely-respected leader, needed a stronger brand to handle its current expansion course, new business challenges and competitive landscape, as well as to fully engage the organization with its future.
The unifying brand idea “Fulfilling Hope” capitalizes on the internal currency of the acronym HOPE, used to describe the main business strategy pillars (Health Programs + Optimized Connectivity Projects + Public Sector Projects + Enterprise Multi-Sector Projects).
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 — which allows for manifold symbolic expressions: — The Five Crescents: founding values and Pakistani pride; — The Star: aspiration and desire to lead the change; — The Globe-like side view: international expansion, cosmopolitism and openness to the world.
The metaphorical language of the polymorphic logo is complemented with a down-to-earth functional set of icons and graphic devices for drawing branded diagrams.
"Expanding Eastern companies meet fierce competition from global Western players, with strong brand identities that appeal to consumers worldwide. One way to strengthen the differentiation and competitiveness is to build strong brand identities which are modern and effective, yet capable of keeping alive their distinctive Asian character. Interactive Group’s success may inspire other Asian companies to strengthen their brand and take on their Western counterparts in Asian and global markets."
—Aneta Bogdan, Brandient Managing Partner