P&G, one of the most trusted consumer goods companies in the world, was looking to refresh their corporate system to better reflect their confidence and forward momentum.
goDutch partnered with P&G Design to modernize and simplify the identity system, while retaining the core, iconic elements.
The refresh signaled bold optimism as a way to renew commitment and trust with employees, shareholders and investors, and appeal to the next generation of talent.
Refreshing the identity of an 180-year company requires a balance of iconic, heritage-based assets, with modern, future-forward elements.
Our approach was a simplification and modernization of the existing heritage-based circular design language and logo.
Created with digital in mind, the graphic approach is simple, yet dynamic, allowing for endless animation opportunities.
With a desire to talk to a new generation of talent, we brought the look to a recruitment campaign to highlight the opportunity to ‘Do Something That Matters From Day 1’ at P&G.
