FutureBrand

PADO

The quality of PADO´s products and excellence of its production processes have been recognized since it was founded in 1936. The company is currently the Brazilian leader in the high quality locks and padlocks market.

As a result of a series of strategic initiatives within the company, its growth rate and increased share of the domestic and international markets, PADO realized it was time for a change.

FutureBrand was responsible for the creation of a new significant, consistent positioning to
differentiate the company within this “commoditized” market. To reflect this new moment the brand was undergoing, an essence was defined: “not just products but peace of mind”. A verbal and new visual identity was also created for PADO in line with the positioning and essence.

PADO´s verbal identity is present in its internal and external communications, promotional material, website, technical documents and the relationships the company has established with all its public groups. Three aspects mark PADO´s verbal tone: authenticity, accessibility and attractiveness.

The new visual identity highlights the letter ‘A’ of PADO, representing a stylized padlock, the product with which the brand is most identified. The synthetic form translates the essential concept of the design – harmony between beauty and functionality.

Although the logo has been significantly changed, a number of the original elements have been maintained such as the color and the capital letters. This highlights the company´s intention of growing but without making any break with the brand´s historical path.