When talking about corporate image, we also mean the design embodied in the company logo itself. The process of creating this logo starts with an analysis and the subsequent development of the values that represent the company. It is at this stage that the choice of a logotype comes into play, representing both the naming of the company and the product and pictogram that completes the representation, which then becomes the overall image that the market perceives of the company. Just as it does for most of us, sooner or later, the time comes when both the corporate image and the logo need restyling!
This was also true in Pakelo’s case. This is understandably a very delicate operation, especially when the graphic style is radically changed.
The original Pakelo trademark dates back to 1968, when it was designed by the architect, Solero, in a style that was very much in vogue at the time. The typeface had a very square font and lettering with the “e” connected to the “l” and with a large “K” in the centre, and a contrasting shadow that replicated the lettering. The colours chosen for the words were black and white while red was used for the background which over time became the company’s hallmark colour. The words MOTOR OIL in capital letters were written under “pakelo” to complete the logo.
The logo was used on all the packaging for decades until the time came to consider restyling it. The design, in fact, very much reflected the standards of the 1970s with bold lines and sharp edges contrasting the rounded letters. This style, however, did not make the logo very easy to read and Pakelo was often confused with “pakedo”. Moreover, the words “Motor Oil” were somewhat limiting compared to the company’s actual business scope. It gave the impression that we only produced motor oil.
"So, it became necessary to change something. At that time, we weren't large enough to afford a graphics agency and, as many companies of the Veneto region, we did the best we could with our own resources. I still remember it like it was yesterday. I was on holiday in the mountains and I started jotting down sketches with no clear idea."