Telent
Cutting through the complexity
PAC is a global leader in analytical and testing equipment – with a portfolio spanning gas chromatography, elemental analysis, and physical-properties instrumentation. As the brand expanded into new markets and diversified its offering, the existing identity and collateral no longer fully reflected PAC’s ambition, technical excellence and global footprint.
Project deliverables:
Branding Copywriting Collateral Print
Working collaboratively with PAC’s leadership and marketing stakeholders, we developed a refreshed logo that retained recognition of the established brand, but introduced contemporary form and typography to reflect PAC’s evolving identity. The redesign emphasised clarity, versatility (for both digital and print) and scalability (for everything from stationery to large-scale event graphics).
With the new logo approved, we created a comprehensive brand-guideline document that: defined logo usage, clearspace and minimum size, specified brand colour palette, typography, iconography, imagery style and tone of voice and provided applications for print, digital, social, event graphics and signage to ensured consistency across global markets and distributor networks.
We rolled out the new visual identity across key stationery items: business cards, letterheads, folders, envelopes, email signatures, internal documentation templates. The objective was to reflect the new brand in every touchpoint that employees or customers see.
Trade shows and exhibitions are a key channel for PAC. Fathom designed large-scale event display stands aligned with the new brand. The designs leveraged bold imagery, technical cues, and a consistent graphic system so PAC’s presence would be unmistakable in busy exhibition halls.
To extend the brand into the digital realm, we crafted a library of social media banner templates (for LinkedIn, Twitter, Facebook, YouTube) and custom visual assets aligned with ongoing campaigns. The templates allowed PAC’s marketing team to update content while staying within brand guidelines.
With the new identity in place, PAC is well-positioned to amplify its brand presence as it grows into new markets, hosts global events and expands its digital ecosystem.
The foundation built by Fathom provides the flexibility and strength the brand needs for its next chapter.