Introduction
Brand strategy and positioning
Brand portfolio and architecture
Naming strategy
Identity design
Logo creation
Brand Messaging
Tone-of-voice
Brand guidelines
Pangea is working to eliminate currency risk for businesses. Until now, currency hedging has been opaque and limited to the biggest companies. But that’s all going to change. To launch Pangea’s innovative proposition, we were asked to create an identity that matched its bold vision.
Naming strategy
Originally known as Hedgedesk, they had an expansive roadmap that was limited by the focus of their name. So our first task was to plot how a new identity would help them navigate towards a robust brand architecture in the future. The company’s global aspirations provided the creative inspiration we needed. Hello, Pangea.
Brand messaging
With a name locked in, next up was story. Pangea could speak about its AI and deep learning innovations, but their underlying motivation is more captivating. Pangea is fundamentally changing commerce. It’s unlocking a borderless market. We landed on: A World of Potential®.
Identity design
When combined with a bold color palette and versatile typeface, Pangea’s identity now matches its vision. From social to outdoor, English to Arabic, and anything in between, Pangea flexes its all-inclusive message to any channel. Bring on the future, we say.
With three interlinked layers, the logo announces Pangea’s intention to unify the globe like never before. This is complemented by three unique icons to showcase each of their optimistic values ––connected, inclusive, bright.
Pete Morris – Creative Director
