Objectif Zéro, passive house consultants
Brand identity and logo for an eco-friendly company
Formerly known as PMP (Plateforme Maison Passive), the company has entrusted the agency La Superboite with its overall positioning and rebranding strategy. The creative team first defined the positioning strategy, then developed the name ‘Objectif Zéro’, which is more in line with this new direction.
Time Period
2022
Mission
Rebranding
Kind of project
La Superboite agency
Tools
Adobe Software
Brief and challenge
Objective: The logo must embody the company’s values – namely, environmental sustainability and the transition to an energy-efficient future – in a more contemporary way.
Challenge: To move away from the traditional imagery typically associated with eco-friendly companies and create a striking and original logo.
Creative Process
01. LOGOTYPE
We must demonstrate a commitment to a sustainable future, with the aim of phasing out energy consumption.
This logo for an eco-friendly company appears to fade as you read it, thanks to the gradual thinning of the letterforms. The ‘J’ and ‘Z’ in the logo join together to form a path towards a collective and sustainable goal.
02. COLORS AND TYPOGRAPHY
Together with one of my colleagues, we are defining the three main colours of the visual identity. We are also selecting two understated and modern typeface families.
#1C1C1C
RGB : 028 028 028
CMYK : 0 0 0 89
ELEGANCE
UNDERSTATEMENT
PROFESSIONALISM
#FFFFFF
RGB : 255 255 255
CMYK : 0 0 0 0
PURITY
MODERNITY
SIMPLICITY
#4B919D
RGB : 075 145 157
CMYK : 70 26 33 0
CONFIDENCE
STABILITY
CALM
#F1C75C
RGB : 241 199 092
CMYK : 7 22 72 0
POSITIVITY
ATTRACTIVENESS
INNOVATION
#A6B3AE
RGB : 166 179 174
CMYK : 38 19 29 0
RENEWAL
SUSTAINABILITY
NATURE
03. GRAPHICS SYSTEM
The inverted ‘J’ in the name resembles a path leading towards the ‘Z’, giving the brand a symbolic form.
The gradient also conveys the message of ‘Objectif Zéro’, namely the idea of gradual fading over time.
Graphics applications
Result
We created the visual identity and logo for an eco-friendly company. Objectif Zéro’s new visual identity was unveiled at an event in Gembloux. It has also been rolled out across their social media channels, where they now have several thousand followers, particularly on LinkedIn and Facebook.
Subsequently, the web design agency Poush, in collaboration with La Superboite, created Objectif Zéro’s website in line with the visual identity we had developed. You can find this project on my design Instagram page @anneceline.design.
Did you like this project?
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