PANASONIC PSNA BRAND IDENTITY SYSTEM
The Panasonic System Networks Company of America (PSNA) is a massive division that markets a huge range of products – and they had a big problem. With such a vast offering of products, how do you unify all of them under one brand, but still make each product group unique and recognizable? We rose to the challenge and developed a full brand identity system for PSNA, including a style guide and library of design templates.
The Result a successful brand identity system which gained praise from Panasonic’s internal and external creative agencies for its ease of use.
PRODUCT GROUP SIGNATURES
A unique color was assigned to each of PSNA’s four product groups, and these group signatures were developed. Each signature displayed a representative product lineup above a holding line, and its group name beneath it in a colored tab. The product images within each signature could be easily updated when a new model was released, or a new product was in focus.
BRAND IDENTITY SYSTEM
We created this series of print ads to roll out the Eco Ideas story in succession. Beginning with Toughbook Laptops, the first three B&W ads showcased an individual product representing a key division of Panasonic. Each ad told the story of how the product was making the world greener, and how it fits into the greater Panasonic plan to lead the way in green innovation. The final ad was in color, and displayed all of the previous products locked into the globe. This symbolized the Panasonic mission in one powerful visual – all products and divisions working together for a greener earth. This series of full-page ads ran in the New York Times, Wall Street Journal, and the Washington Post. We also created variations on the color ad for other publications like USA Today.
STYLE GUIDE
A Style Guide was created to ensure that all PSNA marketing materials developed by Panasonic staff members and/or third-party agencies would be cohesive and on-brand. We included detailed instructions and guidance on each element of the identity system – from color palette to clear space to creation of the unique photographic scenes which always show the product in the foreground, but still feel like one image. We also developed actual design templates for a wide range of PSNA marketing materials including print ads, sell sheets, digital ads and signage, websites, PPT presentations and more – which were available to download from within the Style Guide. Please click through some of the Style Guide pages below, or browse the entire thing here:
IDENTITY SYSTEM ROLLOUT
Once the PSNA brand identity system was launched, Panasonic came back to us to develop real marketing materials using our new style. This print ad was created for Panaboard, their smart whiteboard product. We also developed various digital ad campaigns for Panasonic utilizing the new PSNA brand identity. Here are a few digital campaigns we created for Panasonic Classroom Audio, Panasonic Medical Imaging and Panasonic Printers.
We also developed various digital ad campaigns for Panasonic utilizing the new PSNA brand identity. Here are two campaigns we created for Panasonic printers.
