In today’s rapidly evolving digital landscape, a tech company with over a decade of innovation faces a unique challenge—honoring its history, staying true to its core mission, and embracing a modern identity. Introducing a refreshed brand that encapsulates this journey while allowing our sub-brands to shine required a thoughtful and strategic approach. 

Our brand team and designers took on this challenge, carefully exploring how APMC has thrived over the years and what gaps in the industry present the perfect opportunities.

Through a visual exploration of themes of technology and connectivity we started with abstract concepts and gradually infused them with meaning. We sought to weave together elements that reflect our interconnected ecosystem and how we solve problems for brands and audiences. Each design decision was guided by a desire to illustrate forward momentum while respecting the foundation on which APMC was built.

In regards to the logomark, the angles from the "A" in our wordmark were borrowed to create our symbol, establishing visual consistency. This subtle structural reference, though easily overlooked, demonstrates the careful attention to detail invested in crafting our identity.

At the heart of this transformation lies the most important part of our business—people. Whether it's our dedicated team, or passionate believers, or the audiences who use our services we know that in an increasingly digital world our human connection is most important.

To showcase the brand's potential, we've included a selection of applications that bring our vision to life visually. While not exhaustive, these examples provide a glimpse of how the identity system translates across different touchpoints.

Our brand refresh is more than just a new logo or updated colors; it’s a reflection of our commitment to push the boundaries of technology, but never lose sight of the real connections that drive us forward. We’ve carefully refined our visual identity to better represent who we are today and where we’re headed. 

We’re excited for this next chapter and can’t wait for you to experience it with us.

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A Note from Eric Sin (VP, Design):
A very special thanks to Maricha Tempel, Sunhee Lee, Jeremy Mason, Lindsay Dobson, and all others who were involved in the craft and care put into this rebrand effort.