With isolation not being an option, the industry is facing one of its most challenging periods ever, meaning they must evolve and adapt to reduce the possibility of infection. As roughly 80% of production tasks repeat from project to project, the guidelines focus on the 20% that can’t be defined; and will develop as they learn more from real-life experiences.

In creating PSS’ identity and website, Canadian agency Cossette chose to convey a sense of function and authority. “The intention wasn’t to be flashy in any way, to do so we thought would undermine the intention”, they explain. The purpose of the identity is to deliver the potentially life-saving guidelines concisely and effectively. “PSS lives within a creative industry but should be used very practically”, adds Cossette.

They selected Pangram Pangram Foundry’s Telegraf as the brand typeface “to strike a balance between modern no-frills communication and future-forward sensibilities”. With its short ascenders, rigid angles and mid-century influences, the sans serif is both distinct at large sizes and suitable for small scale print and digital uses. Photography and colour follow the utilitarian approach set by the typography and grid system while being “something creatives would like to engage with”, Cossette reveals.

All images © of their respective owners.
Content taken from The Brand Identity