Created in 1966, Apec, the National Agency for Employment of Executives, has grown to become more than the sum of its parts. Over the years, it has become invaluable to creating and strengthening the link between executives and their companies.
In 2000, Interbrand was asked to refresh the Apec brand identity and emphasize its unique role as a way to connect companies and executives during their careers.
The concepts of network and networking were integral to Apec’s brand repositioning, so we created a strong logo, shaped like a target to symbolize Apec’s ability to bring together executives and companies.
Beyond the creation of the visual identity, Interbrand has developed a consistent and involved brand universe: network, multimedia environment, trade paperback editions, publications, newsletter and co-branding.
The brand identity, which has been strongly supported by all members of the institution for ten years, has proved highly durable and effective.