Prysmian Group completes brand integration with General Cable

Restyling of visual identity and new marketing communications touchpoints
Prysmian's multi-brand architecture will continue to be divided into three levels: Prysmian Group, integrated with the pay-off “Linking the Future”, is the “umbrella” corporate brand, which represents the entire organisation at the global level; three strong commercial brands, Draka, Prysmian and General Cable, which represent comprehensive product families in multiple countries; the so-called “global category heroes”, which represent a single product family at the global level; and, finally, the individual product brands. The commercial brand logos will also feature the descriptor “A Brand of the Prysmian Group”. The submarine and extra-high voltage underground cables and systems segment will be assigned the name and brand “Powerlink. A Brand of the Prysmian Group” to differentiate and raise the visibility of one of the Group's businesses with the greatest added value and technological content.
“For a company that, like Prysmian Group, focuses on non-organic growth and on its role as an aggregator in the cables industry, it is essential to have a strong brand identity capable of attracting and integrating different company histories and cultures. It is also fundamentally important to be able to develop employer branding to attract and retain the top talent on the job market.”

Lorenzo Caruso
Chief Communication Officer
The new ecosystem ensures high levels of synergy and integration between the corporate and the commercial brands, while assigning each a specific role in interactions with institutional, financial and commercial stakeholders, and in particular reinforcing employer branding. With support from Landor, a global leader in brand consulting and design, Prysmian Group has also undertaken a significant restyling of its commercial brands, designing a new, more rational and more integrated visual identity. The new brand book also provides a detailed illustration of all the guidelines and visual elements that ensure that the Prysmian Group’s image is recognisable worldwide.
