Lab.Gruppen were launching their biggest touring product several years. The PLM+ would has to thrive off the legacy of its dad, U2 and Ellie Goulding, to name but a few, rely on the reliability of PLM and still use them on tour today. It was a fine balance to pitch this product as "The new Touring Icon" without down trodding the older (still in use) models of PLM. The "+" concept was taken from conception through to execution, with the main thrust being PLM+ has all that PLM has plus more (or + more). The plus concept had so many benefits, being a positive symbol, reinforced every walk of life (eg a volume knob), being a four armed symbol matched perfectly with the 4 channels and of course the + featured on the product, so it would be reinforced from marketing and sales through to end product and everywhere in between.Use the right and left arrows above to scroll through some examples of how it was applied throughout the launch. Please also view it in application at www.thenewtouringicon.com and the launch video.