Daher reasserts its industrial leadership on the international
stage, through a complete rebranding, aligned with its brand vision
Founded in 1863, Daher is today one of the French industry jewels, operating in key innovative sectors such as aeronautics, nuclear energy and defence… Despite its global span and a turnover reaching nearly 1 billion euros, the family-owned company has always remained humble and discreet. In 2014, as part of an ambitious strategic plan, it assigned CBA to help reassert its leadership within the competitive set of tier-1 supplier to high-technology industries.
Make the company’s offer clearly understandable, shifting from a technical corporate approach to a specific expression of its know-how, put the spotlight on agility, intelligence and creativity, call upon a past rich in innovations and powerful stories, promote its original Integrated Industrial Services… These are some of the challenges Daher and CBA collaborated on, to accompany the brand's clients and collaborators in the new industrial revolution era, and turn it into a flagship.
The brand core personality trait is put at the foreground : its capacity to reconcile paradoxes in a unique way (service & industry, intuition & process, know & how, amongst others) enables it to leapfrog the competition on all its activities segments.
After this thorough strategic work, CBA defined Daher’s new brand idea, which was so accurate that it was also chosen as the company’s tagline all around the world : « Daher, shaping the industrial intelligence ».
Through this repositioning process, Daher decided to federate most of its previous brands under one common identity, which was then translated into a full overhaul of the company’s business and communication tools.
The new logotype’s typography is pure and modern, and conveys the image of an acknowledged, influential and trustworthy industry champion. The graphic style is simple and essential, and gives wide room to express the human dimension and skills that characterize Daher. The counterpoint is an illustrative style derived from the engineer’s technical drawings, which highlights the technologic excellence of the brand.
The look & feel lives across a large variety of corporate collaterals, from literature to workwear, and includes posters, both for internal and advertising purposes. A « reveal » short movie built around Daher’s history milestones, connected to the new brand vision, was especially created to support its rebranding’s announcement.
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