PGL treks with Point One identity

Point One has revamped the identity for youth adventure and educational holiday operator PGL, in a project worth up to £80 000 in fees to the group.

The consultancy has also revamped brochures for the company and the first to sport the new logo are being mailed out this week. The updated look will then be rolled out across stationery, signage, equipment, uniforms and merchandise throughout 2003.

PGL is the UK’s largest provider of activity holidays for school and youth groups, and has 17 centres in the UK and France. Point One had been producing the tour operator’s brochures for the past nine years, but the company decided its promotional literature needed revamping and invited four consultancies to pitch for the job earlier this year.

‘Feedback from our market research told us modernisation was needed,’ says PGL holidays business director John Firth.

The consultancy was briefed to deliver a more youthful and vibrant look, says Firth.

‘We wanted the identity to reflect the fact that PGL is a young, dynamic company,’ he says. ‘The previous logo was 25 years old, and the fun element of our image had been dissipated in favour of focusing on our reputation for safety. We needed to bring the fun, dynamic qualities back.’

Point One director Pauline Willmott says, ‘The previous logo was old fashioned and compromised design capacity.

‘We wanted to deliver more than just a fresh approach to a product we knew well. We wanted to bring it into the future, which meant complete re-branding.’

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