Capgemini Gives Technology a Human Touch, with a New Brand Identity Designed by BrandPie.
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Capgemini's new brand identity, designed by BrandPie
BrandPie worked in close collaboration with Capgemini’s leadership team over 15 months to create a dynamic digital-first brand identity and wordmark, inspired by the handwriting of Serge Kampf, Capgemini’s founder. Meanwhile, its iconic spade emblem has been redrawn to 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, while showcasing its commitment to people and the future of technology.
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.
At the heart of BrandPie’s work has been the development of the new signed wordmark, the personification of the group’s slogan ‘People matter, results count’. Capgemini’s iconic spade has been redrawn to be flexible and fluid, exhibiting a sense of positive energy. And an invigorating new colour palette, including more vibrant blues have been introduced, to accompany the darker blue that represents the dependability of the brand and its people.
Virginie Regis, Group Marketing and Communications Director of Capgemini:
“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:
“Capgemini as a business has a unique nature, and this is what 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. Capgemini will now stand out in its sector, as being truly able to give technology a human touch.”
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