French state-owned newspapers and magazines distribution agency Nouvelles Messageries de la Presse Parisienne has launched a revamped identity by Crabtree Hall/Plan Cratif.
The identity will be rolled out in 5000 sites in France and will be tweaked to suit each outlet by NMPP, which holds the franchises for all tobacconists and newsagents in France.
This is the first time since the nineteenth century that the quill device has been tweaked. `The quill device, which indicates a newsagent’s shop, is a traditional icon which has hardly been touched,’ says a Crabtree Hall/Plan Cratif spokeswoman.
The group has retained the sign’s original red and yellow colours, but has simplified the quill device and `strengthened the typography to aid visibility in today’s hectic retail environment’, says the spokeswoman.