Saint-Gobain, world leader in the habitat and construction market has revealed a new identity. A new interpretation of the ‘bridge’ symbol that has represented the Group for more than 40 years, it incorporates a vibrant skyline illustrating the Group’s brand territory of ‘living places’, and reflecting that after more than three centuries in existence, Saint-Gobain is more dynamic than ever.
This logo reflects an updated positioning for the brand, based around its promise: to design, manufacture and distribute materials that improve the wellbeing of both individuals and society as a whole. “At Saint-Gobain, our materials and solutions are designed to help increase the comfort of people today, wherever they live, work and travel. But we need to do this sustainably, helping to safeguard the planet for future generations. For us, these aspects of wellbeing are complementary, two sides of the same coin,” explained Pierre- Andre de Chalendar, Chairman and CEO of Saint-Gobain,
Laurent Borderie, creative director challenged with rejuvenating the logo explains that the brief from Saint-Gobain in Paris, was to conserve the bridge and place more emphasis on habitat and innovative materials. The design he proposed was widely supported for its coloured skyline, and for remaining faithful to the bridge symbol. “The bright colours express the Group’s component parts (green for the environment, blue for innovation and red for energy), but also the joy that united employees throughout the company’s 350th anniversary celebrations in 2015. The typeface used for the Saint-Gobain name has been rounded to make it more fluid and flexible,” explained Laurent Borderie.
The logo is the expression of a brand strategy tuned to today’s communication challenges. “Digital technology is changing how we engage with our customers” explains Pierre-Andre de Chalendar. “Until now we have emphasised the decentralised nature of our Group, based on the extensive recognition our subsidiary brands enjoy among professional customers. From here on, we want to connect more closely with end users, the people who occupy the buildings around the world where our solutions are used.”
The shift in brand positioning underlies the Group’s commitment to creating a stronger connection with the general public. Better informed through digital media, consumers play an increasingly important role in specifying the products that are used in their projects.
Saint-Gobain wants to explain how its materials and solutions contribute to daily life, through its brand values: expertise in materials, a culture of innovation, an understanding of customer needs and an approach based on openness and responsibility. “We need to be more visible to end consumers,” says Pierre-Andre de Chalendar. “Today’s strong brands demonstrate the value they bring to people. I want everyone to know what Saint-Gobain stands for, and the role our brands play in daily life.”
The new logo was unveiled in Paris at Saint-Gobain’s Annual General Meeting on 2 June 2016, and is currently being adopted at Saint-Gobain businesses in 66 countries across the globe.
