As easy as PIE

the new PIE identity

PIE is a specialist mapping data and routing business, supplying industry-leading mapping and routing products for local authorities and freight operators. It also provides up-to-the-minute mapping datasets and downloads for freight routing and software manufacturers.

PIE has developed the data for the new TFL Freight Journey Planner for the Olympics (due to go live in March) and saw this as an ideal opportunity to promote the service and related products more widely.

Originally, PIE approached us to develop the naming and logo for this service, however, the project quickly developed into a full brand evaluation of the group. The existing logo lacked dynamism, was overly complex and was used inconsistently across the various sub brands both in print and digital applications.

original PIE identity

Having undertaken an audit of the brand hierarchy and business structure, we recommended that all of the businesses were brought under one comprehensive brand identity and developed a clear structure for the company.

The PIE company structure

Furthermore, we advised dropping the original and longer full name, Public Information Exchange and wholly adapting the recognised short version - PIE. Dropping ‘Public Information Exchange’ removed the impression that PIE was a public sector organisation, whilst the new strapline ‘the source of insightful mapping’ clearly conveys PIE’s offering to existing and potential customers.

We came up with a number of ideas for the logo, that ranged from corporate to quirky, before deciding on a logo that was an evolution from the existing brand look and feel, but more representative of the service offer. We used a location peg as a recognisable icon in a bold purple, whilst the diagonal text of PIE added intrigue and an element of quirkiness.

We also produced simple brand guidelines, which along with a rationale and diagram of the four core services, have helped bring some much needed coherence to the brand.

page from the PIE identity guidelines

Having established the new identity, we’re now in the process of designing the look and feel for the website and microsites which, once complete, will feature in a forthcoming blog, so watch this space.