PZSP stands for Permskiy Zavod Silicatnyh Paneley (the Perm Plant of Silicate Panels), one of the most significant and highly developed companies in Perm. In order to promote the company’s new activities and its strategy in the building industry as well as to meet the demands of young customers, a new visual identity was to be created, the only condition being the traditional brand name should be kept. Reflecting the company’s new strategy, the logotype with the letters PZSP was designed in the form of a square so that any combination of two letters could be highlighted giving a different description, such as perm production, planning construction, countryside construction, contemporary design. This variety helps to show the various strengths of the company and emphasise its manifold activities. At the same time, the variations of the logotype correspond not only to the three architectural constants – horizontal (link), vertical (rise), diagonal (emphasis) – but also to the business sector of the company.
The simple and effective implementation turned the visual identity of PZSP into a spectacular work. Alongside black and white, it uses only a light blue – for instance to connect the letters in the logo – to illustrate the complex contents and create aesthetic highlights. Another outstanding feature is the design’s high sense of identity, which manages to capture and express the company’s Russian origin.