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Case: EDF 2005


2005


1987
THE STORY

This was about Europe. Specifically, it was the repositioning of France's leading electric power company to better compete throughout Europe. Another objective was a mark that could better serve to "unify group subsidiaries." The "EDF" initials were retained, but the full name "Electricité de France" is no longer spelled out in the logo (and has virtually disappeared from the Web site, edf.fr).

Working under Creative Director Vanessa Van Steelandt, designers Patrick Le Mahec and Sophie Tchérakian added the bright orange symbol, a calligraphic flower/sun/turbine/person, to bold and simple eDF letterforms... lower-casing the "e," incidentally, to be distinctive and more friendly.  Tony Spaeth


CREDITS

Plan créatif


CASE INFO

Submitted by: Tony Spaeth, 7/12/2006
Status: Estimated by Tony Spaeth
Category: Electricity
Country (HQ): France


MATRIX DATA

DRIVERS

  

TOOLS

Strategic driver: 80%   
Broaden scope/scale/visibility
  Remove limiting geographic association
 40%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Situation facts: Corporate level facts: Nationality & geography
Broaden scope/scale/visibility
  Elevate public profile
 15%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Visual system: Palette
    x  Identity system elements: Verbal elements: Tag lines
    x  Change event : High visibility: Campaign
Change internal culture
  Transfer affiliation from unit to parent
 10%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Visual system: Palette
    x  Identity system elements: Unit signature system: Monolithic
Change expressed personality
  Renew/refresh public image
 15%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Visual system: Palette
    x  Identity system elements: Verbal elements: Tag lines
    x  Change event : High visibility: Campaign
    
Functional driver: 20%   
Design weakness
  Increase visual strength/quality
 20%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Visual system: Palette