Panorama Antennas

Founded in 1947 as J.F.J. Products, Panorama Antennas has evolved from a small post-war engineering firm into a global leader in wireless communication. With over 75 years of innovation, this third-generation family business is about precision, reliability, and a commitment to the future.

This in-house rebranding proposal challenges the typical visual standards of the antenna industry, introducing a fresh and sleek look that highlights Panorama's unique qualities. The identity is designed to reflect these values with a clean, modern visual language, capturing the company’s innovation and engineering expertise while creating distinctive brand recognition among competitors.

Through auditing the brand, it’s clear that Panorama isn’t fully leveraging three major strengths. First, their rich and extensive history. Second, the unique advantage of on-site manufacturing at their London headquarters, setting them apart from competitors who outsource. Finally, their engineering expertise and technical knowledge, which stands out in the industry.

The ‘roundel’ icon, a cornerstone of the company's identity since its early days, remains unchanged as it is integral to brand recognition and holds significant value for the family. The new branding updates the overall look with a modern logo type and brand font, enhancing the existing icon while preserving its strong, recognisable presence.

Icons

Panorama required a distinct set of icons to represent its specialised product features and certifications. The previous reliance on stock icons led to inconsistencies, prompting the creation of a bespoke icon library tailored to the brand’s identity.

Inspired by industrial symbols found on manufacturing equipment and packaging, the icons feature square edges, a bold, blocky form, and thick strokes, reflecting Panorama’s values of durability, functionality, and clarity.

Each icon is designed within a 48x48 grid, ensuring optical harmony across the set and a consistent, cohesive visual language.

Colour palette

The colour palette builds on the heritage blue hues from the previous branding, deepening the ‘Panorama Blue’ for contrast and expanding the range of shades for greater versatility. New accent colours, including purple and orange, have also been introduced to emphasise key features, highlight information, and enhance the visibility of icons.

Typography

Brand Guidelines

Company banner for events

Business cards

Product catalogue

UX/UI design by Lydia Moore

UX/UI design by Lydia Moore

UX/UI design by Lydia Moore

UN Climate Change Conference

50 Years of Interior Design at BDP

The Detainee’s Tale

Lucy Miller

Graphic Design