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New brand positioning and refreshed identity for Penlon created by The Workroom



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By The Drum Team, Editorial

September 17, 2012 | 2 min read

Penlon, the Oxfordshire-based medical device manufacturer, has launched a new brand positioning and refreshed identity, created by The Workroom.



The re-launch follows the sale of Penlon’s medical gas business last year and coincides with major upgrade and new products plans for the company. It also follows research which found the Penlon brand to be perceived as old-fashioned compared to its global competitors

Brigid McMullen, founder and creative director at The Workroom, said of the project: “This was all about evolving Penlon to help meet its aspirations, without losing brand equity amongst customers, such as distributors and medical practitioners. Penlon’s heritage is in patient care and this perspective is always something built into the product design – they make user-friendly products. We aimed to strip everything back to the bare minimum so the creative execution of the business is just that: Simple. Fresh. Straight-forward. Full Stop.”

The refreshed identity defines the core components that made Penlon’s identity recognisable, while injecting more authority, sophistication and simplicity. The logo’s font is a bespoke adaptation of Lucida Bright, which looks more contemporary and streamlined than the original font.

The visual identity also supports the notion of clean and simple, and the original red diamond, which sat at the front of the logo and served no purpose, is made to work harder as a full point at the end of words or statements, using ‘plain English’ to describe positive actions.


An overhaul of the marketing communications is also planned, with a new literature hierarchy, website and photographic style guidelines provided by The Workroom.

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