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."
C.E.O. - Michel Landel
Identity design - W & Cie (Paris)
Solid leadership, competent execution.
In its "eager to please" attitude, the new Sodexo reminds me
of the 1994 rebranding of Aramark, its competitor in the
institutional services sector.
CEO Michel Landel