Renault unveils new brand identity

By , agencyfaqs!, Mumbai | In Advertising | September 14, 2007
The new logo features a yellow square containing the Renault rhombus and the typographic style of the name, 'Renault'

Renault, the & #BANNER1 & # French car manufacturing company, has unveiled its new brand identity in the market. The entire design and strategy for the new logo has been conceptualised by Saguez & Partners, the French retail and brand identity consulting agency.

The perception of the brand Renault has lacked legibility and remained confused. The new identity lays more emphasis on the brand rather than its various models. The brand identity will incorporate the company's new brand message in the logo. The new brand message for Renault says, 'To restore value to the hundred-year-old brand so that it can project itself coherently and in a distinctive way as it moves towards the future'.

The earlier Renault logo features a yellow coloured tab before the brand name Renault. Yellow is Renault's traditional colour and represents historic strength. The yellow tab was also used to reveal company's new products and innovations. This yellow tab has now been transformed into a yellow square containing the Renault rhombus and the typographic style of the name 'Renault'.

The new logo maintains a strong look and is designed to appeal to potential customers. This branding will convey not only the assurance of an established brand, which includes quality, reliability, safety, performance, comfort and environmental friendliness, but also the advantages of an appropriate and accessible brand considering brand intuitiveness, enthusiasm, empathy, equanimity, a zest for life and humour.

The new brand identity will be identifiable all over the world in Renault's corporate and commercial publications, occasional invitations and literature for trade shows, packaging design, multimedia codes and public communication, including advertising and publicity with consumers.

At the moment, the Mahindra Renault association in India will undergo no branding change.