Consistently successful: The evolution of a strong brand

Progroup is changing as part of its Two Twentyfive strategy more than it ever has done previously in its history – buoyant growth, increasing globalisation, a new paper factory, four new corrugated sheetboard plants, and lots of new employees.

It is vital not to become side-tracked and to remain focused here. In July 2017 work began on a vital element of this focussing process: combining Progroup’s previous companies, such as Prowell, Propapier, Prowell and Prologistik to name just the best-known ones, under one name – Progroup.

This focusing is most evident in the new image and a symbol that represents Progroup’s power: the P. The basis for its design and the most important element of Progroup’s future image is a stylised ribbon. Efficient processes are vital for Progroup. The shape of the ribbon represents the order and flow of production and represents Progroup’s materials, paper and corrugated board. The ribbon is highly dynamic: it can repeatedly respond to changes and adapt and thus symbolises the Power of Innovation. It links together partners and poles as an expression of the Power of Cooperation. And it is fascinating in its versatility and expressiveness, thus symbolising the Power of Fascination.

As the name Progroup already implies, we not only work for a product but also for and with our customers. And we do so as a joint team. As well as the technical design, the imagery therefore particularly focuses on people. The alternation between individual portraits, reports, detailed shots and panoramic images creates visual excitement and a vibrant feel.

Consistently successful – this is the motto, the new claim of the company. And the new brand is also evidence of this. Setting priorities, combining powers, acting flexibly, constantly and consistently as a brand in the market – this is what Progroup does, it is the basis of our success.

But not everything is changing – for ultimately this is not about a new brand but about a focus, a clarification. Progroup’s strong pro-red will continue to define the brand. It is and remains the unifying element of the whole brand image. During a transition period, you will still come across the previous logo at one or two points, but the re-branding process will be completed by the end of 2019.