“Not-so-Ace of Spades”
(Est. 1967) “With more than 190,000 people, Capgemini is present in over 40 countries and celebrates its 50th Anniversary year in 2017. A global leader in consulting, technology and outsourcing services, the Group reported 2016 global revenues of EUR 12.5 billion. Together with its clients, Capgemini creates and delivers business, technology and digital solutions that fit their needs, enabling them to achieve innovation and competitiveness. A deeply multicultural organization, Capgemini has developed its own way of working, the Collaborative Business ExperienceTM, and draws on Rightshore®, its worldwide delivery model.”
BrandPie (London and New York)
BrandPie worked in close collaboration with Capgemini’s leadership team over 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 reflect the world the business is now in. 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.
Images (opinion after)
I had gotten a few tips about this change but I had never heard of Capgemini before so, based only on both the before and after visuals, I thought it was some small company selling, like, ceiling fans or something random. I didn’t expect it to be a giant, global corporation. The old logo was pretty awful, with an unsightly spade that was as wide as a genetically modified watermelon and some amateurish typography. The new logo is relatively nicer to look at but it still fails to convey this is a big corporation. The idea of using the founder’s handwriting as the basis for a logo is good but when you end up with what looks like a store-bought script font, what’s the point? No one writes like that. Even if we were to judge it only as a script, it’s not that good either… it’s wonky and inelegant. The spade is kind of interesting but its proportions are too awkward; it animates well, though. The applications aren’t great but it’s commendable they were able to extract a visual language from the spade and expand it into a flexible system for various applications. Overall, I guess it’s a good evolution since the old logo was so bad but there is a lack of upscale-ness to it that’s kind of jarring for a global business consultancy.