PRODESIGN sharpens visual direction
- By Editorial Team
The Danish eyewear brand has unveiled an updated visual direction to sharpen its identity across all touchpoints. From a refined logo to a more confident and nuanced use of colour, and a shift towards character-driven visuals, the new expression brings greater clarity, edge, and presence to the brand, says parent company, Design Eyewear Group. The evolution is designed to stand stronger in a crowded visual landscape, elevating the brand while staying true to its heritage. For more than 50 years, Prodesign has built its reputation on understanding people as they navigate everyday life. Staying relevant for that long requires consistency in what you stand for, and flexibility in how you communicate it. “We’re not redefining Prodesign, we’re revealing it more clearly,” says Maria Sletten, Brand Manager.
“The foundation has always been strong. What we’ve done is remove the noise and bring forward a more confident, honest expression that reflects who we are today.” At the centre of the update is “As you are”, a new brand platform that articulates Prodesign’s long-standing perspective on individuality. “People don’t live in perfect moments, and they don’t need design that suggests they should,” Maria adds. “This is about creating a brand expression that people can genuinely see themselves in. It’s a platform that doesn’t try to transform or idealise – it acknowledges. You, just as you are.” The July collection is the first to launch under the new As you are platform, extending the updated brand expression from communication into product. Together, the visual direction, brand platform and collection reflect a shared belief that has guided Prodesign since 1973: good design should work with people, not the other way around, the company added.
