CDP creates ‘first of a kind’ technology and human experience-led product solutions to meet client needs in consumer, healthcare, energy and industrial markets.
Moving Brands says it has looked to distill the ‘passionate, human and open culture’ of CDP by communicating its story in a way that will resonate with both ‘global players’ and support growth in new markets, (CDP has recently opened its first US office).
The existing positioning ‘Think differently’ was thought to be too similar to Apple’s ‘Think different’ and therefore failed to communicate CDP’s ‘innovative approach,’ according to Moving Brands, which has repositioned the consultancy with the phrase ‘Potential realised’ in mind.
While the name Cambridge Design Partnership is retained, a new CDP symbol has been created to appear alongside the wordmark to give more flexibility, and in time it could be used in isolation.
Moving Brands design director Andy Harvey says, ‘This symbol and the accompanying visual identity system flowed from tensions inherent in the business – between design and science, curiosity and focus, technical and human.
‘A combination of straight and curved components form an ownable mark that feels both engineered yet human.’
Rotating and cropping this symbol has allowed for a range of different expressions to be formed.
A Pressura Mono font has been used for information, supported by Kefa II pro, ‘a more human typeface’, used in text or quotes.
Meanwhile photographic images focus on the team, with an emphasis on showing expertise, and innovation as well as the ‘human benefits’ of the product.