Standout of France’s new industrial revolution
CBA helps Daher to reaffirm its leading spot through the creation of a new signature and visual identity
Founded in 1863, Daher is one of French industry’s dillies, operating in innovative technology sectors such as aeronautics, nuclear power and defense. Despite its global reach and a € 1-billion-worth business volume, the family company has always positioned discretely. In 2014, as part of an ambitious strategy, it chose CBA to help reaffirm its leading position as one of the main providers of high-tech industries in its country.
Making its offering clearly understood, turning a technical approach into a precise expression of its expertise; focusing its agility, intelligence and creativity; recalling a rich past full of innovation and powerful stories; promoting its industry’s original services: these were some of the challenges that Daher and us from CBA outlined as key to orientate the brand’s clients and collaborators in a new era of industrial revolution.
The core idea for guiding our work was to bring up front the brand’s main feature – its ability to harmonize paradoxes in a unique way (service & industry, intuition & process, knowing & doing), which enables Daher to surpass competition in all of its segments.
By the end of a strategic work, we defined the new Daher brand essence which, for being so precise, was also chosen as the company’s slogan all over the world: “Daher, perfecting industrial intelligence”.
As a result from the repositioning process, Daher decided to align most of its brands under the new identity, which caused a complete revision of its business tools as well as the company’s way of communicating.
The new brand counts on a clear and modern typography, which conveys the image of a well-known, influent and trustworthy leading business. The tone of voice is simple and essential, opening a wide space for expressing the human dimension and the skills that qualify Daher. The counterpoint is an illustrative style inspired in an engineer’s technical drawings, which highlights the brand’s technical excellence.
The new identity took form in a great variety of corporative materials – from uniforms to posters, printed material for both internal and advertising use. For the ‘launching’ of the brand’s new vision, a video was created to highlight the marks on Daher’s story, with a tone of voice aligned to its new positioning and visual identity.
To be chosen by a company born over 150 years ago with an innovative DNA (at that time Daher already transported oil pipelines and locomotives), and currently goes on developing technology for bridging the real and virtual worlds (automation, robotics) fills us up with more than proud – it indicates that we are tuned in updating brands that help to build the world up.