Paris, February 12th, 2015
Brandimage, a leading global consultancy of brand equity architects and designers, announced that it has created a new visual territory and identity system for Club Med. It is the reflection of a high-end positioning and the flag bearer for chic togetherness while building on Club Med’s heritage and values.
Having renovated its Villages with a high-end refurbishment program, Club Med is broadening its international scope, claiming its own interpretation of what should be a truly premium, all-inclusive vacation experience.
Supporting Club Med’s ambitions, BRANDIMAGE CREATED A NEW VISUAL TERRITORY AND IDENTITY SYSTEM combining a modern edge with elegance, simplicity and efficiency. The font that had been designed by the agency for the logo 10 years ago has now been developed into a full proprietary alphabet federating every message. The brand’s color blue has been redefined along with a new color palette. The trident, the brand’s symbol of freedom becomes the marker for all general public and corporate communication.
A MAJOR BRAND INCARNATED BY ITS SYMBOL: THE TRIDENT
The brand’s historic and iconic emblem, the Trident is the focal point and the essential ingredient to the brand’s new visual territory. A symbol that confirms the truly singular nature of Club Med and underlines its market uniqueness.
Combining this historic sign with a new wording scheme (a “triple of triplets” with 3 lines of 3 words) inspired by the trident and its three prongs, we created a genuine emotional brand marker to support the brand’s visuals and messages for all general public and corporate communication.
AN EMBLEMATIC COLOR REINVENTED
Brandimage re-energized Club Med’s identity with a new blue: Bleu étoilé. A deep, statutory and happy blue, acting as a beacon and adding an upbeat feel to the brand’s messages. Bright and sunny colors were chosen for the color palette, conveying happy emotions experienced at Club Med destinations.
A UNIQUE PROPRIETARY ALPHABET: THE HAPPINESS TYPEFACE
Stemming from the initial font created by Brandimage 10 years ago for the Club Med logo, the Happiness typeface has now been developed as a full proprietary alphabet exclusively for Club Med. Round and friendly it translates the values and vision of Club Med: making happiness accessible to all during exceptional vacations.
NEW IDENTITIES FOR EACH OF THE 65 VILLAGES
For each of the villages an inspiring visual identity representing the personality and unique character of the village has been created. The illustration with shape-against-shape effect uses symbols and references from the village and its environment (architecture, plants, animals, landscape, etc.).
A UNIVERSAL LANGUAGE: THE WORD IMAGE
Further strengthening the brand’s visual territory, Brandimage developed a custom-made style as signature for the messages and to personalize brand media: the word-image. A customized illustrative symbol built on an image and text composition for all points of contact.
Online graphic guidelines provide details of all the design applications so that the brand can consistently roll out the new visual territory and identity system.
A simple and efficient branding system for all commercial and corporate communication, Village signage, digital applications and social media.
ABOUT CLUB MED AND BRANDIMAGE
Brandimage has been working with Club Med for 10 years on its branding projects: identities for services and villages, brand architecture and signage.
This trusting collaboration was renewed in 2014 with the overhaul of the brand’s entire visual territory: graphic and color codes, creation of a unique proprietary typeface, new identities and signage for the villages.
ABOUT BRANDIMAGE – DESGRIPPES & LAGA
Brandimage is a global consultancy of brand equity architects and designers. Brandimage creates brands that drive brand performance. Brandimage is part of the brand development group of SGK. SGK is part of Matthews International Corporation (NASDAQ GSM: MATW).
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