Brandient turned the crescent and star of Pakistan’s flag into a single proprietary logo for one of the country’s biggest tech groups
Bucharest and Singapore, July 2015
Brandient designed the new identity for Interactive Group — a Pakistani IT&C integrator grown over thirty years from IT services into broadcasting, education, health, transport and the public sector, and now expanding across Asia. The entrepreneurial, family-owned group, led by a visionary and widely respected leader, needed a brand equal to that ambition.
Brandient built it around the unifying idea “Fulfilling Hope” — drawn from the company’s own HOPE shorthand for its strategy pillars — and gave it the “Pentacrescent”: a three-dimensional mark that fuses five crescents into a proprietary star. National heritage made ownable, it reads three ways at once — the five crescents as founding values and Pakistani pride, the star as the aspiration to lead change, and, seen from the side, a globe of international openness.
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, Managing Partner Brandient
See more of Interactive Group's new identity on Brandient's website.
Brandient is the award-winning brand strategy and design company, with offices in Bucharest and Singapore. Find out more about us and about our work.
About Brandient
Brandient is an independent brand strategy and design consultancy founded in Bucharest in 2002 by Aneta Bogdan, Cristian Kit Paul and Mihai Bogdan — never part of a global network, working directly for the owners, CEOs and boards of its clients, with an all-senior team and category exclusivity. In over two decades the firm has created or rebuilt more than 300 brands, 279 of them published as case studies at brandient.com/work — from Romania’s national leaders to brands carried worldwide. The firm has been active in Southeast Asia for more than a decade. The work has earned 84 international awards and distinctions — most recently a Red Dot (2025) and two Graphis Golds (2026) — 64 documented mentions in international design books and publications, and, in 2015, a place among the inaugural inductees of the REBRAND Hall of Fame, alongside Interbrand and MetaDesign.
About Interactive Group
Interactive Group is a Pakistani technology group founded in Islamabad in 1984 — credited with a string of national firsts, from Pakistan’s first cellular network to its first VSAT network and first digital interactive cable television. Brandient rebuilt the group’s identity in 2014: the Interactive Group case.