I had advised that the symbol not be changed. The equity in recognition is enormous, wether one reads the negative C or not. It’s a sign more than anything else, large and positioned prominently along the road of France, it has become cultural.
However, tasked with its complete redesign every permutation of diamond and C was explored, and proved the original’s brilliance.
The logotype was a different matter. ITC American Typewriter, only just released at the time the identity was designed, was a hindrance to any strategic shift. It said ‘big, cheap and 1970’, little else. For a nation so in love with cuisine, it was wrong.
A new bespoke logotype was designed that felt more caring and price neutral, also linking with the C in the symbol.
agency: Wolff Olins
