The Art of Building Iconic Brands

My Journey with Pathao

In the world of advertising, building an iconic brand is a journey that requires a deep understanding of the brand’s core values, a strategic approach to storytelling, and an ability to evolve with changing consumer needs. Over the last 15+ years, I've had the pleasure of helping brands grow and evolve. One of the most rewarding experiences was working on the rebranding of Pathao, a company that’s become an integral part of Bangladesh’s daily life. This experience not only underscored the importance of adaptability but also highlighted how a well-crafted brand identity can become a powerful symbol of trust and reliability.

The Early Days: A Simple Start with a Big Dream

Pathao started with a clear purpose—making parcel delivery easy and reliable. The year was 2015, and the streets of Dhaka were buzzing with opportunity. Pathao’s logo at the time featured a cycle rider carrying a delivery bag, a symbol of their commitment to getting things where they needed to go, fast and efficient.

But like all good stories, Pathao’s journey didn’t stop there. The brand had bigger dreams, and soon, they were delivering more than just parcels. Food, rides, couriers, even digital payments—Pathao was becoming the go-to companion for getting things done. But as the company grew, it became clear that the old logo, while full of nostalgia, no longer told the full story.

The Call for Change: When a Logo Outgrows Itself

As Pathao’s services expanded, the cycle rider logo began to feel a little out of place. It was like wearing a school uniform to a board meeting—it just didn’t fit anymore. The brand needed a new identity, something that could represent the full spectrum of services they offered, from ride-sharing to digital payments.

So, they called for a rebranding pitch, and that’s when we stepped in. Our task was simple yet profound: understand what Pathao really means to its users and translate that into a logo and a message that could carry the brand forward.

Getting to the Heart of Pathao: Research, Insights, and a New Vision

Rebranding is like peeling an onion—you have to go layer by layer. We started by talking to the people who knew Pathao best: their customers, their employees, the ones who lived and breathed the brand every day. What we found was something beautiful.

Pathao wasn’t just a service; it was a friend, a reliable companion in every journey. Whether it was a bike ride through Dhaka’s bustling streets, a car ride to visit a friend, or a food delivery on a lazy afternoon, Pathao was there. The brand was with you from point A to point B, no matter where those points were.

This insight became the cornerstone of our rebranding effort. We needed a logo that could symbolize this journey, this constant presence in the lives of millions. And that’s how we came up with the idea—a stylized ‘P’, representing the first letter of Pathao, with an entry and exit, symbolizing the journey from point A to point B. Simple, elegant, and deeply meaningful.

The New Identity: Here With You, Every Step of the Way

But a logo is just the beginning. We needed a message that could encapsulate the brand’s evolution. The old positioning, “Moving Bangladesh,” had served its purpose, but it was time for something new. Pathao was no longer just about moving things; it was about being there for you, whenever you needed them.

That’s how we came up with the new positioning—“Here With You.” It’s a promise, a reassurance that no matter what you need, Pathao is right there with you, making your journey smoother, easier, and more enjoyable.

Lessons from the Pathao Journey: Building a Brand That Lasts

Working on Pathao’s rebranding was more than just a project; it was a lesson in how to build a brand that lasts. Here’s what I learned:

1. Know Your Brand Inside Out: Before you can change anything, you need to understand what your brand stands for. For Pathao, it was about being a reliable companion, a friend who’s always there.

2. Adapt, Don’t Abandon: As your brand grows, your identity needs to evolve. But this doesn’t mean throwing away everything old. It’s about finding a way to stay true to your roots while embracing the future.

3. Keep It Simple, Keep It Real: A brand is not about flashy logos or fancy slogans; it’s about being real and relatable. The new Pathao logo is simple, but it tells a powerful story—one that connects with people on a personal level.

4. Tell a Story That Resonates: Every brand has a story, and it’s your job to tell it in a way that resonates with your audience. Pathao’s story is about being there, no matter the journey, and that’s a message that will stand the test of time.

Conclusion

Rebranding is like giving your brand a new lease on life. It’s about looking forward while staying true to what made you special in the first place. For Pathao, this meant evolving from a simple parcel delivery service to a multifaceted brand that’s there for you, in every moment, every journey.

As I look back on my 15+ years in advertising, the Pathao rebranding stands out as a shining example of how to build a brand that’s not just iconic but also deeply connected to its audience. It’s a reminder that at the end of the day, the most powerful brands are the ones that understand their customers, adapt to their needs, and always stay true to their core values. And that, in my book, is the art of building an iconic brand.