We’re writing to mark a special occasion that we’ve both been eagerly anticipating. Today, following months of hard work, the evolved Pelco brand is live. Congrats!
As the brand makes its way around the world in all of its facets—all grounded in an evolved identity, positioning and expression system—let us offer a few reflections on the collaboration that brought us to this moment.
First off, we appreciate your willingness to bring us deep into your business strategy. Any lasting brand must operate in lock step with where an operation is headed, and your team recognized this from the start.
The new Pelco brand needed to signal a new day for the organization, of course. But it also had to evoke a refreshed portfolio of security devices, communicate a different way of buying and selling your products, and mark a long-term commitment alongside your parent company, Motorola Solutions. That’s no shortage of heavy strategic lifting, and you prepared us well.
We’re also grateful that you embraced our brand-building methodology, top to bottom. That involved significant access to your leaders and customers, all of whom brought great candor and nuance. Combining interviews and worksessions with proprietary components like our PAVE positioning framework and Brand Character exercises, we arrived at the brand’s truths quickly.
Throughout the process, your team always challenged our thinking and—as in every constructive partnership—helped strengthen it. That engagement reflected our shared belief that from high-level strategic fundamentals to the finest points of identity execution, the details matter. Every decision is important, each requires rationalization, and everything has to align.
Yet for all that rigor, the resulting brand elements bear great simplicity. The newly evolved wordmark that leans into modernity while respecting a proud legacy. The notion of supercharging any security system and environment by incorporating your devices, distilled into an imperative refrain: Just add Pelco. The neon plus symbol that adds a jolt of energy while intuitively reinforcing the strategy.
And of course, your new logo’s own secret ingredient—a subtle cutout in the letter P suggesting the outline of a Pelco camera. A touch that’s nearly invisible, but an unexpected delight to those who spot it.
We believe this verbal and visual language creates the right foundation to support Pelco’s success in the years to come: a brand that’s clear and confident, unabashedly product-focused, precise yet versatile.
Above all, team, we salute your willingness to be bold and take chances with this storied brand under your stewardship. You could have made many choices that were far safer and more conservative. But you went big, and in our view, Pelco is far better because of it.
We acknowledge one further dimension of your boldness—choosing a modestly sized, early-stage partner for this effort. This project proves our contention that experience and efficiency offer the best value in our business, even in an engagement as high-stakes as a global rebrand. Your trust in us is acknowledged and appreciated.
So here’s to our collective team on this august occasion. May the Pelco brand seize the industry’s attention, gain in its distinction and power, and serve as a longstanding reminder of the hard work we’ve done together.
