KPIT launches new visual identity on 6th June, 2019. The new visual identity was developed in consultation with Team Pentagram. Here are the excerpts from the discussion with Jody.
1. What excited you to work on KPIT’s new visual identity?
We had already heard some great things about KPIT even before they got in touch. Getting to know the client and the journey they were on was a real pleasure for the whole team. Creating the new identity had a real purpose. We knew that if approached properly, the project could be a vehicle for positive change within the business. A core motivation for us was KPIT’s vision to advance software for mobility on a global scale; for a cleaner, smarter and more secure world in motion.
2. What was your creative direction when you heard the brief from KPIT?
We always keep a really open mind to creative in terms of where a project might go. There’s a lot of news about autonomous vehicles and mobility at the moment, so it’s a subject I was already really engaged with. KPIT were very generous with their time and gave a deep dive into their world of technology, people and partners. What became apparent is how software is really driving progress in all areas of mobility. KPIT’s work on the whole is invisible, felt but not seen. When you see a beautiful electric car driving down the street most people don’t think about the complex computation happening to manage the battery output, but without it there would be no car. Our challenge was how to we bring their work with software to life in a beautiful and compelling way.
3. Talk about the experiences and challenges in working on this project.
It’s always a challenge when you’re working with a client in a different time zone, but I think it’s a great challenge to have. Time away from families and carbon foot prints are real things we all need to be mindful of. KPIT is a global company and remote working and collaborating with them was always easy, as they know software. Visiting some of their people in Europe was a real eye opener, though. Getting to see some of their people and kit in person really helped us know if what we were thinking was right for the business.
4. “It’s the things you can’t see that shape the world” – How did you pursue this direction for visual identity development?
The identity always needed to mirror KPIT’s mission in advancing mobility through software “how it’s the things you can’t see that shape the world.” In order to make this idea really sing, we made sure the visual expression hangs from the graphic system, which references sensing, motion and connectivity. We had few creative directions going for a while, but I think we all got most excited around the visual cues of computer vision and optical flow. How machines see the world was an interesting way into how to communicate to people the role of software in vehicles.
5. The dynamic graphic system is the true hero of this visual identity. Can you elaborate on this?
We (Pentagram) aimed to highlight KPIT’s ‘invisible’ technology and this idea formed the foundation of the brand and led to the creation of the new visual identity. It is designed to reflect the KPIT brand identity to be like the company itself; interconnected, responsive and generative. The visual identity has a graphics system at its core – one that ties together all constituent parts of the brand, sub-brands and partners, and mirrors the company’s particular balance of technology and innovation. On a smaller scale, it provides texture; scaled up, it becomes three dimensional and tangibly present. The logo sits at the heart of the identity and is anchored within the graphics system, with the two dots positioned to fit within the grid.
6. Share some anecdotes from this project.
Throughout the project we heard so much about the new KPIT campus and its canteen... I’m looking forward to visiting this at some time in the future.
7. How will KPIT’s core audience - talent, customers and partners, connect with this visual identity?
We hit on this idea of ‘with KPIT’ as a way to verbally and visually celebrate KPIT as a partner business. This emphasizes the business’s leading position in the mobility industry and the importance of its partnerships with the likes of BMW, where their combined technologies and software integration enable people and goods to move around more freely. Ultimately, we wanted to bring to life a business that people were proud to work with and for. The identity had to feel trusted and have longevity, but at the same time be dynamic and flexible.
The identity we made can be quiet and technical in one moment and loud and exciting the next. I think it’s this duality that means it can serve all audiences.