baries design — We are passionate about innovative, brave and challenging design.
Designer profile
The team at Landor & Fitch is convinced that corporate and brand transformation go hand in hand and knows that a brand is a powerful tool to stimulate company growth. “Truly transformative brands adopt changes in all areas – from strategy to brand experience, through to corporate culture. This is the key to lasting success in business.”
Landor & Fitch interviewed by Red Dot
Red Dot: You say that people no longer buy products but brands. How is this approach reflected in the rebranding of Renault?
Landor & Fitch: It was important to us to reflect Renault’s transformation from a car manufacturer to a mobility brand for future generations that also stands out from the competition. We wanted to shift our focus beyond the car product category and concentrate on the essence of the Renault brand and what it stands for, today and tomorrow, as part of the global mobility revolution. This is why we turned the iconic Renault symbol, the diamond, into an icon of change.
You have radically repositioned Renault – why?
Our brand strategy and design are based on the principle of “sacred assets”. We were convinced that the radical step of separating the wordmark from the symbol was necessary in order to unleash the iconic brand symbol that is the diamond. The decision not to show any cars in the advert was based on the same principle: focusing on essentials so as to unambiguously convey the transformation process and make the brand relevant once more to a younger generation which views mobility differently.
