Petroleum Equipment Services
Petroleum Equipment Services (PES) have been major suppliers of New Zealand petroleum products since 1993. Offering key products and equipment used in building new and upgraded liquid refueling infrastructure such as service stations, truck stops, airport and marine fueling sites, nationwide.
Graphic Design
Logo Design
Brand Identity
Photography
Website
Print
Problem statement
Effective brand communication starts with conveying the right message. In the case of PES, we aimed to accurately represent the brand's attributes of personal service, extensive knowledge, and providing the best options. As designers, our goal is to align the brand's visual identity with its core message and key attributes, creating a consistent and memorable brand experience.
Direction
Inspired by the intricate structure revealed in cellular and microscopic imagery, we developed the logo to evoke a sense of depth and unseen details. This idea underscores the brand's commitment to exploring and revealing the complexities of its subject matter.
Golden ratio
The golden ratio can contribute to aesthetically pleasing logos. It's a mathematical ratio found in nature and has been used in art and design for centuries. When applied correctly, it can result in a balanced and harmonious composition. The golden ratio is not the only factor in creating a successful logo but using it can add visual appeal.
Golden ratio in action
The golden ratio was used to determine the size of the cells in the logo. This ratio is based on simple mathematical proportions, and was used to create visually pleasing and balanced circles. The technique helps to ensure that all elements in the logo work together in harmony.
Celluar microscopic inspiration
The PES logo is inspired by the intricate structure revealed under a microscope. Just as individual cells work together to form a cohesive whole, every aspect of the logo is designed to convey the essence of the brand and create a solid brand identity.
Colours are a powerful communication tool
The PES colour palette is vibrant and reflects their customer-focused approach and extensive product knowledge. Consistent use of these core colours helps convey a strong and cohesive brand identity.
Icons are a great addition to a design system
The PES custom icons are designed with a clean, simple aesthetic to complement the brand identity seamlessly.
