PC Plus Program | Logo

When developing the logo and branding for the most revolutionary rewards program in Canada, one thing was clear, it needed to fit within a family of established brands, retailers, and products (Loblaws, NoFrills, Blue menu, President’s Choice etc.) and feel just as trusted.

The initial logo was based on a font “Chalet” but it evolved as I worked closely with the client, Typographer, Mac Artists and designers to craft a one of a kind wordmark you see here. We combined the iconic “pc” and chiseled away at this modern typeface to reveal a not so hidden plus symbol found in the ascender of the “p”. We did this so even at a glance, it would be clear that this new product was something more and something new.

This logo didn’t end with in store signage and online, it needed to be the face of a new app and on top of busy and colourful food photography. So we made a few iterations, some versions that would work in giant print billboards and some that would work in the palm of your hand as you’re checking out in the grocery store.