Page 21 - Buzz Magazine

Modern skyline
comes to Saint-Gobain
Saint-Gobain’s logo has undergone a metamorphosis and it now boasts a new, modern look.
“In its 350-year history, Saint-Gobain has become a well-respected name.
Although the brand is held in such high regard, many things have changed throughout those 350 years and it is imperative for any brand to evolve with the changes,” explains Pierre-André
de Chalendar, Chairman and Chief Executive O cer.
A strong brand helps defend against market trends such as commoditisation. People choose brands based on their customer experience. “We need a strong brand that is close to people and that brings tangible bene ts and expresses values they can relate to. A strong brand means we are not ghting competitors on price alone,” says Pierre-André.
How the logo has evolved
A logo is an expression of a company’s strategy. Saint-Gobain’s logo started off with the bridge – a very strong durable structure. The new brand is pulsating with vitality and renewed energy.
The skyline embodies our ambition to create great living places and improve daily lives. It is complemented by a vibrant graphic style, re ecting the dynamism that drives an innovative company such as Saint-Gobain.
A complete picture
Everything works together to support the mission, promise and brand content pillars Saint-Gobain embraces. w
BRAnD
why wAS ThIS
ChAnGE nEEDED
nOw?
1. Because digital is making profound changes to the way we do business: 40% of the world’s population (almost 3 billion people) are online. 70% of people want to know more about the companies that make the products and services they use.
2. Because strong brands drive customer preference: At a
time when prices and technical information can be easily compared, the brand is the only enduring differentiator.
3. Because a stronger Saint-Gobain brand helps to realise the potential of our assets, to create a coherent and consistent message and to increase our share of voice: The breadth and depth of Saint-Gobain’s offering is its main differentiator.
4. Because people want to work for a brand that is more visible and that makes a difference: More and more employees and candidates are looking for meaningful work that makes a difference in daily life.
Environmentally responsible
High-tech and innovative
Warmth, comfort, wellbeing
SUMMER 2016 | BUZZ | 21
A bridge to our past
Saint-Gobain blue
A reference to living places,
to major architectural projects, and to our industrial solutions