The only chartered organisation representing the project profession, as APM approached its 50th anniversary, it needed a new brand to reflect the organisation it had become. The brand had many demands placed on it. To represent an organisation that sets exacting standards for a profession building its profile. To reflect APM’s position as a leading, modern professional membership organisation. And above all, to reinforce the fundamental importance of project management to the world.
Purpose-led ‘When projects succeed, society benefits’ reinforces the impact of effective project management on everyone, everywhere. The graphic ‘project thread’ represents the project journey and visually connects the diverse range of stakeholders. The logo comprises a bespoke wordmark and ‘chartered crown’, hewn from the project thread of emerald green – denoting project success. The Google font, master illustration of the project ecosystem and digital membership and accreditation signifiers, deliver the reach required of this most modern of membership organisations.
Head of Brand & Communications, APM
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We created a position that reflected the weight, distinctiveness and relevance of the organisation.
We created a distinct campaign to stand out in a competitive and crowded marketplace.
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