Prismo

When a brand carries almost 90 years of history, every decision matters. That’s the position Prismo found themselves in following their 2023 management buyout – now fully independent after a series of ownership changes that had gradually weakened their market position and strained customer relationships.

Originally founded in 1935 as Prismo Safety Corporation, the company had been true pioneers in the road marking industry. They created the glass sphere technology that revolutionised reflective road markings and developed countless innovations that became industry standards. But years under various corporate owners had left the brand feeling less personal and more distant from its customers.

The challenge was complex. While their products were still considered the highest quality in the market – superior thermoplastics that were brighter, more durable and longer-lasting than competitors – trust had been damaged. Customers knew Prismo made excellent products, but they needed to rely on the company behind them again.

Our branding process began with extensive workshops involving the core project team and new owner. What emerged was fascinating: despite the reputational challenges, there was genuine affection for the Prismo brand throughout the industry. People remembered the old Prismo and connected well with it.

The workshops revealed that traditional “road marking” terminology was limiting. Prismo’s products were used everywhere from motorway projects to playground hopscotch grids, airport runways to cycle lanes. We needed language that captured this full spectrum while staying true to their expertise.

The core insight that emerged was powerful: in an industry where every mark has to last, Prismo needed to be the mark customers could trust to endure.

This insight led us to develop the brand idea “The mark of enduring quality” – working on multiple levels. Every physical mark their products created needed to withstand years of wear, while Prismo as a brand mark also needed to endure through change and market pressures.

We established a brand framework built around four key values: Quality, Expertise, Support and Trust, supported by a personality that was Personable, Purposeful and Progressive. The brand positioning centred on “ground marking” as a more inclusive description of Prismo’s work across roads, airports, car parks, warehouses and playgrounds.

The value proposition became clear: “For contractors, specifiers and teams on the ground, Prismo create outstanding ground marking solutions that improve the safety and experience of people on the move. Because every mark matters.”

The visual identity challenge was particularly sensitive. Prismo’s red lozenge logo was globally recognised – visible on trucks and high-vis jackets worldwide. Rather than wholesale change, we evolved the logo, keeping the essential DNA while refining proportions and typography.

The supporting visual identity brought the enduring quality theme to life through a carefully chosen colour palette, typography system, and distinctive graphic approach. We created illustrative brand markings that represented the range of ground marks in Prismo’s portfolio.

For Vernisol, Prismo’s Italian brand, we developed integration solutions that preserved local brand equity while connecting it to the broader Prismo family through “Part of the Prismo Group” endorsement.

The comprehensive rebrand launched with a bespoke website and complete brand guidelines, giving Prismo everything needed to rebuild relationships and demonstrate their renewed commitment to being the ground marking brand customers can really trust.

What we did: