Hhe exceptional work of Marc Poldermans is characterized by stylish, oversized items that are used as interior statements. It’s all about standing out, with a combination of graceful shapes and raw objects. Whereas Poldermans’ work is now internationally renowned, the artist himself struggled primarily with his own presentation. His company, his brand, which markets art objects under the name Aangenaam XL, was in dire need of a rebranding in terms of both identity and logo.
In brief
- New
brand identity
with new core values, a new positioning and a new name: POLDR. - A new logo and a completely new corporate identity is based on Poldermans’ iconic work and captured in an official brand guide.
- The rebranding of POLDR was presented by Marc Poldermans himself at Maison et Objet in Paris.
- In addition to the rebranding, a stylish e-commerce platform was developed. This is a “Next Chapter,” as the artist himself announces on his website.
Ferdinand LamLead Creative
“Why a new brand identity? Brand identity brings organizations back to the absolute essence of their brand. Only then can you position your brand correctly and sustainably.”
Ferdinand LamLead Creative
A new brand identity and a new brand name
To reposition the artist and his brand, together we went back to the essence of the Marc Poldermans brand. After two extensive brand identity sessions and the development of a completely new brand identity document, it was evident that a new brand name was needed. POLDR.
A name that represents the character of the artist, a name that can be proudly engraved on the work as a logo and a name that will allow Poldermans to appear at the most prestigious exhibitions.
A new logo based on the artist’s work
The creation of the new logo centered on the name change. As a brand name, the logo needed to make a powerful statement when placed on products or other expressions while representing Marc Poldermans’ work in an abstract way.
To arrive at the logo that is there now, many looked at the artist’s work. His graceful, but sometimes rough work has a particularly surprising effect because Marc Poldermans always thinks outside the box during a design process. We reflected this in the POLDR wordmark by playing with stick thickness, letter spacing, lowercase, uppercase, serif and sans serif.
The accompanying concept gives additional power to the design process:
POLDR. Escaping the ordinary, escaping the borders.
Presentation rebranding with animation at Maison et Objet
The powerful new logo and new concept delivered to the great satisfaction of the artist himself deserve a fitting introduction to the world. So when Marc Poldermans exhibited in September at Maison et Objet in Paris, where over 60,000 visitors attend daily, the entire art world was allowed to know: Pleasant XL is from now on POLDR. With a beautiful launch video on Instagram, Marc Poldermans was able to appropriately present his new branding.
