The Private Equity part of Axa group took its independence from the group in 2013, and assigned CBA to create a new brand. In order to differentiate from an Anglo-Saxon competition strongly marked by the recent economic and financial drifts caused by investment funds, the agency first developed a new brand platform highlighting the commitments and ethical principles of the group.
The new positioning thus conveys the ethical financial values and the sustainable economic development of Ardian, as well as its top-notch
status and its French origins.
In order to be consistent with this platform, CBA also created a new name, Ardian, inspired by “bas francique”, the original language of French knights, which refers to secular traditions of combativeness, bravery and moral commitment.
The new identity consists of a strong colour especially created for the brand, an Ardian coral, and the graphic syle, pure, elegant and minimalist, aims at expressing the aspects of excellence, refinement and elegance of a group settled for a long time in an historic landmark of Paris : place Vendôme.