Capgemini has unveiled its new identity with a re-branded logo to celebrate its 50th anniversary.
The new brand style is intended to outline dynamism, precision and people – three values the company felt are at its core.
The consulting company was keen to move away from rigid logos and humanise the brand with a handwritten look.
Designed by BrandPie, the brand’s original blue colour palette was maintained but given a vibrant upgrade, with dark blue representing heritage, while light blue represents energy and free thinking. Similarly, Capgemini kept its trademark spade which traditionally signifies the highest value suit in a deck of cards.
Virginie Regis, group marketing and communications director at Capgemini, said: “We refreshed our logo 13 years ago. A lot has changed since then and not just the size, shape and scope of our business; the entire market has shifted. We decided to challenge ourselves in response to these changes. In this age of digital interactions we were keen to humanise our name with a fresh handwritten format.”
Work has now started to renovate the overall architecture of the group’s brands.
