Lünstroth Brand Consultancy develops and optimizes products to be sold in retail markets. With...Read More
What the Brand Consultants recommended.
We divide the different product groups and their target groups into two separate brand systems.
The platforms keep their well known brand name pml; however, the bridges are given the strongly associative brand Lightcross.
The two brands each get their own ecosystem and are ideally adapted to the target groups and their priorities. Because the advantages of aluminum as a raw material are different for the automotive target group than for the builders of bridges.
The old logo was very memorable and also expresses dynamism. One would say “It fits the automotive sector.”
However, the products themselves stand for extreme stability with the lowest weight. The disadvantage of an italic logo is that it stands for instability, for something in motion and not for high resilience. The leaning tower of Pisa also brings a rather shaky impression; that’s why the tourists flock to this amazing building.
That is why the logo is given a modern and, above all, conceptually corrective fresh cell treatment – the unstable italic position turns into a stable, yet light (aluminum = lightweight) construction.