NEW YORK, Jan. 15, 2015 /PRNewswire/ -- Global brand
consultancy FutureBrand today announced a new brand strategy and
identity for Pitney Bowes, a global technology company that
provides innovative products and solutions that enable physical and
digital commerce. The result of a yearlong collaboration between
the two organizations, the brand modernization marks a key
milestone in the business's ongoing transformation.
The new strategy and identity were designed to more clearly and
evocatively tell the organization's story as it continues to expand
into new markets, including digital commerce and software, while
continuing to innovate in its core mailing and shipping
businesses.
Informed by robust global employee and customer insights, the
updated brand work brings focus to Pitney Bowes's unique point of
difference, namely the meaningful impact created by the accuracy
and precision it delivers in its services and solutions around the
world. "This simple yet powerful idea – Accuracy and Precision for
Impact – is rooted in a foundational truth about what Pitney Bowes
has always delivered – first in the world of mail, and now in the
connected and borderless world of commerce," said Kari Blanchard, Executive Director of Strategy
at FutureBrand. "Having the opportunity to develop a transformative
strategy and identity that will help this iconic brand claim their
role in the changing world of commerce is a rare and special
opportunity – it has been an incredible experience for us here at
FutureBrand."
To translate the new brand positioning visually, FutureBrand
created a symbol that draws from Pitney Bowes's heritage, but in an
entirely future-focused way. That meant creating a proprietary
logotype paired with an ambitious symbol representing the rippling
impact Pitney Bowes creates. The result is an identity that is
modern, bright and dynamic, paying tribute to founders Pitney and
Bowes (p and b) and symbolizing the impact of Pitney Bowes's
commerce solutions for clients around the world.
"It is rare that you get the opportunity to develop an identity
that fully expresses the brand strategy and touches every aspect of
the experience. We set out to create a monogram that is the
singular expression of Accuracy and Precision for Impact. Pitney
Bowes powers billions of physical and digital transactions every
day and we wanted that to come across in a modern, new symbol,"
said Lloyd Blander, the Creative
lead on the assignment at FutureBrand.
To accompany the logo and visual elements, the agency created a
suite of assets, touchpoints and materials that will help bring the
story to life and change the way employees and customers worldwide
view the brand.
"We are at an important inflection point in the 95-year history
of our company," said Bill Borrelle,
Senior Vice President, Brand
Strategy and Integrated Marketing Communications at Pitney
Bowes. "Our new brand strategy brings clarity to how we enable
physical and digital commerce and underscores our focus on getting
it right in areas such as Location Intelligence, Customer
Information Management, Global Ecommerce and Mailing &
Shipping. We are incredibly proud of this work and what it
represents for the future of our business."
For additional information on the transformation, visit Pitney
Bowes at www.pb.com.
For additional information on FutureBrand, visit
www.futurebrand.com.
About Pitney Bowes
Pitney Bowes (NYSE: PBI) is a
global technology company offering innovative products and
solutions that enable commerce in the areas of customer information
management, location intelligence, customer engagement, shipping
and mailing and global ecommerce. More than 1.5 million
clients in approximately 100 countries around the world rely on
products, solutions and services from Pitney Bowes.
About FutureBrand
FutureBrand, part of Interpublic Group, is the creative future
company: a global brand consultancy. Through traditional branding
skills and foresight, FutureBrand helps companies ensure success
for the future of their brands and businesses.
Around the world, FutureBrand combines strategic thinking and
creative inspiration to help clients create, build and manage
brands. Whether branding a company, a product, a service or a
country, its people know that great results can only be achieved
through a combination of inspiration and collaboration.
FutureBrand has 20 offices around the world, working with
clients across industries, including American Airlines, Intel, UPS,
Bentley, AB InBev, Dow, National
Football League, Barclays and Marriott.
For further information, please contact:
Jenn Szekely
FutureBrand
Executive Director, Marketing and New Business
jszekely@futurebrand.com
212-546-7933
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SOURCE FutureBrand