PQP Commercialisti Associati
Italian professional practices are named after the person who founded them. The convention holds until the founder is no longer the practice: partners join at equal standing, the client list outgrows one desk, and the name still points at one man.
Palvarini & Partners had reached that point. Three partners, a client base of hotels, companies and professionals across the Lake Como area, and a name that described neither. We led the repositioning and the rebrand to PQP.
The Q holds the single deliberate gesture, a tail cut across the stem. It was drawn to survive at 10mm, the size at which an advisor is seen most often: a business card, an email signature.
Three lockups cover the placements across print and digital. The palette was set against the corporate navy that defines the category: deep night blue, ivory and warm grey, close enough to read as professional, far enough to read as current. The system runs across stationery, signature and the line the practice now leads with, "Una visione chiara, costruita con metodo".
The new identity establishes PQP as a practice rather than a person, without asking clients of twenty years to relearn who they are dealing with.
The shortened name puts the three partners on equal standing and separates the practice from the person who started it. It also closes the renaming question permanently: a firm named by initials absorbs a partner joining or leaving without touching its brand.
The identity centres on the shortened name PQP, built of custom letterforms drawn around the symmetry of the three initials. With three letters reading the same in both directions, the wordmark carries enough structure on its own, and the descriptor sits small beneath it.