The new look, designed by French consultancy BrandImage, includes a new colour, typeface and word scheme composed of “triple triplets” – three sentences made of three words that accompany the trident symbol logo, which remains unchanged.
Lor Gold, chief creative officer at SGK, parent company of BrandImage, says that the trident has been kept as it is a symbol of the outdoors: “The trident represents the sea, and the power of nature,” he says.
He adds that the consultancy has used the “triple triplet” words to enhance the visual effect of the images: “The millennial audience is used to reading quickly,” he says. “We’ve reevaluated the trident symbol in today’s language with three lines that give an emotional impact.”
BrandImage has also designed new symbols for each of the 65 global Club Med villages, which aim to reflect the identity of each place that the village is located in.
Each symbol is a pictogram that creates a visual where a second image can also be seen within it, says Elie Hasbani, creative director at BrandImage Paris and lead on the project.
BrandImage pitched for the project after previously working with Club Med on its rebrand in 2004.
The new visual identity, which is being launched progressively worldwide, will be rolled out across print collateral and online resources, as well as for village signage.