Sodexo

New:  Re-spelled name, logo, and visual system

Launched:  January 22, 2008

Story in brief:
It is indeed "a major step in the life of our company," as CEO Michel Landel said... a step he took to reinvigorate the culture and the brand, increase its visibility, broaden its scope and unify its teams and units around the world. Group is renewing and revitalizing its brand to reinforce its single global brand strategy and support its transformation from Foodservices to a broader services company. "Our shared vision," he says, is "to become the premier global outsourcing expert in Quality of Life services."

The former name, Sodexho Alliance, was stripped of both its 'h' (said to be associated with hotels and foodservice), and its too-diffuse 'Alliance.'  The new wordmark is simpler, friendlier and much more energetic; its swoosh is said to be a smile,  its single star "a common objective."

Credits:
C.E.O. - Michel Landel
Identity design - W & Cie (Paris)

First Impressions:
Solid leadership, competent execution.

Other Comments:
In its "eager to please" attitude, the new Sodexo reminds me of the 1994 rebranding of Aramark, its competitor in the institutional services sector.