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Case: EDF 2005
2005 1987 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 |
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 | ||