Carrefour communication identity
In applying its new corporate identity, the brand requests the creation of a system to organize all the information that a customer receives in their stores; after analyze its huge quantity, it is classified into two main groups: Signage (information for orientation) and Communication (commercial messages)

Services
Design, Creative direction, Art direction


Signage


Due to the high visual contamination in hypermarkets, it has a very essential graphic language and a collection of pictograms based on the corporate typography is developed



Communication


It is clarified with three codes or voices, depending on the nature of its content: Brand (messages with corporate values, in a photographic background), Store (messages helping in the buying experience, in a color background) and Product (messages about product characteristics, in a white background)







Application


In order to be easily adapted to different stores in different countries by different people, the system is regulated with a detailed guidelines



Company
Strategy Alfil Negro, photography Getty Images, client Paloma Pérez from Carrefour Spain and David Martin from Carrefour France

Spacetime
Madrid, Paris, 2011

Categories
Identity, System, Guidelines, Campaign, Signage, Commerce, Food & Drinks

Related
Carrefour bag series
Carrefour practical guides
EMMA by Carrefour

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