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. Learn more about the ‘current state of professional services’ on one of our latest Propolis reports.
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.
