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Saint-Gobain
Saint-Gobain, a key ingredient in the wellbeing of each of us and the future of all
THE BRAND
Saint-Gobain has always known how to renew itself while remaining true to its values. Now the Group has revealed a new identity, linking its historical logo (the arches of the Pont-à-Mousson bridge are still identifiable) with its strategy based on the construction markets. The new logo is full of motion: a skyline unfolds in an explosion of color, reflecting a Saint-Gobain that, after more than three centuries of existence, is more dynamic than ever.
THE BACKGROUND TO THE PROJECT
Saint-Gobain’s new positioning is the result of reflections dating from 2010 and intensive work on the brand over the past year. A far-reaching project that will impact all Saint-Gobain’s brands in 66 countries, it concerns the brand’s story as well as its identity.This evolution covers everything from the brand strategy itself, to the creation of a stronger identity, and communicating them inside and outside the Group.
To enrich the brand content, focus groups were held with consumers and professionals in six countries: the United States, the United Kingdom, France, Germany, Italy and Denmark. Quantitative and qualitative studies concerning the visual identity were conducted in France, Asia and North America. A series of marketing workshops involving Saint-Gobain businesses completed the process. In short, it was a deep reflection supported by in-depth analyses of Saint-Gobain’s business, its markets, its customers, and end users.
This approach reflects Saint-Gobain’s desire to bring together all its corporate messages and to speak with one voice to all stakeholders. Many departments have been involved, in addition to senior management and business leaders. The brand positioning must become part of day-to-day operations. Agencies Terre de Sienne for the logo and BETC for the brand story have contributed significantly to creating this clear long-term vision aimed at making Saint-Gobain a more visible and more attractive.
