Formative—Protein Design Labs Corporate Identity:

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Branding and Identity Alexza AXA Rosenberg Chevron Corporation Openwave Pronto Networks Protein Design Labs Cameron Hughes Wine Commerce One The California Endowment Gazelle Winebank Partnership for the Public’s Health			Formative—Protein Design Labs Corporate Identity: A new, updated logo was warranted as a signal of PDL's growth and evolution from a novel technology platform company into a full-fledged commercial pharmaceutical company developing and marketing its own therapeutic products. The new logo echoes the 3-pronged shape of a monoclonal antibody, and it can also bee seen as the convergence of science, technology and the company's new commercial focus. Formative developed simple web-based usage guidelines for the new mark, and designed templates for new presentation formats, tradeshow graphics and architectural signage. The new logo was unveiled as PDL's co-founder and CEO rang the opening bell on the floor of the Nasdaq stock exchange of the company's 10th anniversary as a public company. The new logo was prominently displayed—8 stories high! —the same day on Nasdaq's Times Square brilliantly lit animated sign. About PDL