The branding of APL was something that was carefully considered as the brand was going through an entire identity change. Since the original business was in China, customers in the United States unfortunately gave the company a negative stigma when they expanded here. APL (American Pro Lighting) as a brand serves to ground a more trustworthy presence in the face of new customers. I utilized a unique color pallet featuring complementary colors to stand out against other brands that are based here in the USA.
