PT PHAROS INDONESIA
Brand Identity, Brand Language, Slogan and Tagline, Strategic positioning, Visual Library
© Kimberly Handoko, 2023
In collaboration with PT PHAROS INDONESIA and HANDOKO LA
PT PHAROS INDONESIA is one of the largest pharmaceutical companies in Indonesia that addresses the needs of the Indonesian people as well as other South-East Asian countries. Founded in 1971, they are largely unchanged and steadfast in their pharmaceutical solutions. However, in response to the evolving landscape of consumer preferences and the upcoming transition in company leadership, PHAROS is looking to embark on a transformative journey to redefine their visual brand language.
A NEW FACE
After more than 50 years, the new custom logotype and logomark is the accumulation of refreshed brand values, the brand history, and their aspirations. Taking inspiration from where the brand name was derived, the curve can be interpreted as light waves from the lighthouse or the gulf in which it stood. The curve also follows a sigmoidal pattern denoting the end of one era and moving towards the future and their promise.
BRAND PERSONALITY
TONE OF VOICE
BRAND PILLARS
THE INSIDE IS WHAT COUNTS
In order to meet the needs of the people, PHAROS must stay relevant while still staying true to their vision, mission, and purpose. The personality is derived from their values which in turn give us key word pillars. These word pillars are a quick way to cross-reference and check that each service and product they provide is in line with the brand.
Obatnya
Orang
Indonesia"
"
"The Medicine of the Indonesian People"
Catchy and encompasses the purpose and vision to provide accessible medication for all the people of Indonesia and continue to strive to excel in that.
BRAND GUIDE BOOK
The design revamp aim is to blend contemporary and timeless aesthetics with refreshed company values to better communicate to and forge deeper connections with our target audiences.
The brand guideline book will ensure coordinated consistency moving forward and establish a stronger brand presence.
BRAND COMMUNICATION
It is just as important to communicate our change in brand identity internally as it is externally for quick adoption. This encourages brand consistency within the company and encourage further consistency and usage externally.
BRAND COLLATERAL
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