French holding company CompagniÃ© GÃ©nÃ©rale des Eaux is now trading as Vivendi, to reflect its evolving status as a global conglomerate.
Paris communications group Nomen generated the name and heavyweight local freelance designer Catherine Chaillet created the new identity for the company, which has a presence in 90 countries. Name and logo both went live last week.
“In the last 20 years the company has grown beyond its original activity [as a water utility company] to include energy, communications, construction and waste management. The name no longer reflected the company,” says Vivendi head of international communications Antoine Lefort.
“The expansion has given us a global presence, but there are very few French-speaking people in the world. We needed a name which could be pronounced by everybody,” he adds.
The name and logo are meant to create a dynamic and happy feel. “It is also intended to give the impression of strength and musicality,” says Lefort.
The new name and identity will be worked into the existing identities of the group’s daughter companies. It will also roll out to the holding company’s stationery, literature and signs over the next few months.
Euro RSCG’s London and Paris offices have created an advertising campaign to accompany the launch.