Pado

Industry Setting Since its foundation in 1936, PADO has been recognized for the quality of its products and the excellence of its production processes. Today the company is a Brazilian leader of the high-end lock and padlock segment. Challenge As a result of a series of strategic actions in various areas of the company and of its growth and increased participation in domestic and export markets, PADO realized it was time to change. Strategy This led to the creation of a new, relevant and consistent positioning in order to set the company apart in this commoditized market, which communicates the same attributes worldwide. To reflect this new moment for the brand, an essence was defined: “more than products, peace of mind”. Aligned with the positioning and the essence, the new verbal and visual identities of PADO were developed. The new visual identity introduces the letter ‘A’ in PADO representing a stylized padlock, the most recognized product of the brand. The synthetic form translates the essential concept of the design – harmony between beauty and functionality. PADO’s verbal identity is in its internal and external communications, in promotional materials, on the website, in technical documents, in the relationships established with all its audiences. Three aspects characterize PADO’s verbal tone: truth, accessibility, attractiveness. Result Although the logo has been changed significantly, various original elements have been maintained, such as the color and the capital letters, which also reveal the intention to evolve without breaking from the history the brand has built.