Corporate Visual Identity: The Re-branding of France Telecom

Abstract

Global companies are increasingly emphasising their corporate and brand identities in trying to project a favourable image and reputation. Ongoing trends such as globalisation, mergers and acquisitions, deregulation and privatisation have accelerated the need to coordinate and harmonise companies' disparate global identities and images. The purpose of this paper is to apply some of the academic theory related to corporate visual identity management in a concrete, working example. France Télécom unveiled its new visual identity in March 2000. This paper seeks to establish the rationale behind the creative product of France Télécom's identity programme, while looking at issues pertaining to its implementation and impact. The wide variety of literature relating to this area will be used to critique the process, mainly from a visual identity perspective. Before exploring France Télécom's visual re-branding programme, the corporate identity arena in general will be outlined, with specific reference to visual identity, in order to put the case in its wider academic context