Capgemini, one of the world’s leading global technology and consulting firms, yesterday launched its new brand identity, designed by London-based strategic brand consultancy BrandPie.
BrandPie has worked in close collaboration with Capgemini’s senior leadership team over the last 15 months to create a dynamic digital-first brand identity and new wordmark, inspired by the handwriting of Serge Kampf, Capgemini’s founder. Meanwhile, its iconic spade emblem has been redrawn to truly reflect the world the business is now in.
Coinciding with the Group’s 50th anniversary, this is the first overhaul of Capgemini’s brand identity since 2004, and has been crafted to ensure that it remains ahead of its peers in its sector and boldly stands out, while showcasing its commitment to people and the future of technology.
The key new brand identity elements
Capgemini’s new brand identity brings to the fore its unique strengths as a business, and is inspired by three key characteristics that help to drive the success of its clients: dynamism, precision and people.
A new signed wordmark: a fundamental expression of Capgemini’s humanity and commitment
At the core of Capgemini is its vision that technology is nothing without the people behind it –– the human touch. The handcrafted wordmark now personifies the slogan that was launched back in 2010 and remains relevant today: ‘People matter, results count’.
A new spade: precision animated by positive energy
Capgemini’s spade has been the iconic emblem of the business since its launch. It has been redrawn to reflect the evolving technology landscape and the ability of Capgemini to constantly adapt and master the latest innovation, yet still with the precision and accuracy that are fundamental to successful client delivery. The spade is now flexible and fluid –– exhibiting a sense of positive energy.
A new invigorating colour palette
More vibrant blues have been introduced, representing the new world the business is making –– energetic, inspiring and free-thinking. These are accompanied by the darker blue that represents the dependability of the brand and its people. The blues won’t live alone, supported by a range of vibrant colours to bring this fresh new look to life.
Virginie Regis, Group Marketing and Communications Director of Capgemini, commented:
“We last refreshed our logo 13 years ago, and a lot has changed since then –– not just the size, shape and scope of our business; the entire market has shifted. In our 50th anniversary year, I am proud to launch our rejuvenated brand and visual identity that fully reflects our unique character, our ambition, our passion and our strengths.” She added, “With BrandPie we have developed an identity that demonstrates the agility of Capgemini, and our ability to help our clients address their business challenges, with precision and trust. And in this age of digital interactions, handwriting our name emphasises our humanity, and that clients can trust us.”
Sophie Lutman, Creative Director of BrandPie, said:
“Capgemini as a business has a unique nature, and it was this that we wanted to bring out in our work, capturing the special quality of the people that work for it, and the way they interact with their clients and business partners. By making all the key elements of its visual identity more human, Capgemini will now stand out in its sector, as being truly able to give technology a human touch.”
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