- This will ensure my rebrand stays recognisable and true to the company, yet fresh, unique and eye catching, shining a different light on the 'ordinary brand' as my questionnaire answers suggest.
First built in 1898 by Louis Renault, in Boulogne-Billancourt near Paris, Renault is an auto brand now owned by Groupe Renault, who also manage the Dacia and Renault Samsung Motors brands.
The flagship Renault brand operates in 128 countries with a range of nearly 30 models and owns a 37% share of the electric vehicle sales in Europe.
Everyone knows about Renault the carmaker. But their other activities touch on other fields, including banking and consulting!
Their parent company, Renault SA, as well as Renault TECH, RCI Banque, Renault Consulting, and our Corporate Sales Division.
"SIMPLICITY, SENSUALITY, WARMTH: RENAULT’S NEW DESIGN"
Every day, design teams work on shapes, materials and colours to lend each Group brand a strong and instantly recognisable personality.
"SIMPLICITY, SENSUALITY, WARMTH: RENAULT’S NEW DESIGN"
Every day, design teams work on shapes, materials and colours to lend each Group brand a strong and instantly recognisable personality.
- can play on this concept of their 'new design'
They are actually very focused on sustainability and e-cars which a lot of people wouldn't actually realise - even have a crazy futuristic concept car project which they are working on!
KEY FIGURES 2015 -
In 2015, Groupe Renault sales grew 3.3% to more than 2.8 million vehicles.
In 2015, Groupe Renault sales grew 3.3% to more than 2.8 million vehicles.
In Europe, the Group had market share of over 10%, on the back of the results of the Renault and Dacia brands, buoyed by the success of Clio, Captur, Duster and Sandero in particular.
The Group also reaped the benefits of new models launched during the year, such as Kadjar and New Espace. In International Markets, the Group weathered a slowdown in some countries to stabilise or even increase its market share.
Their Main Target Audiences - French pride!!
Their strongest market is the one which they call home, which is definitely something to consider. As you can see from the graph beneath they do stretch customs out across various demographics throughout the world - as it is such a global brand my rebrand will need to be universally recognisable and understandable.
Their Passions
- Quality
Their priority is to be there with you from the day you purchase your Groupe Renault vehicle, throughout its service life, and right up to the day you eventually decide to change it.
Groupe Renault steadfastly endeavours to design and make vehicles that appeal to you, that can you depend on, and that live up to your every expectation. At 12,000 outlets in 125 countries, Groupe Renault sales and service personnel are there to answer your queries and meet your requirements.
"YOUR SATISFACTION, OUR PRIORITY"
Customer satisfaction starts by offering vehicles that are matched as closely as possible to the actual needs and expectations of each individual customer. It calls for extreme rigour in vehicle design, to ensure we deliver a top-quality product each and every time. It means meticulously selecting shapes, materials and colours that appeal to the senses. It means testing their vehicles under the most extreme conditions that anyone is likely to experience. It means offering quality customer service at their sales outlets and workshops, providing the right answer to your every demand and a prompt, effective solution to any problem encountered.
- Innovation - "Renault, a born innovator"
(All points to consider focusing on for the rebrand)
Renault ranks in the list of the most innovative companies in the world and stands as the carmaker that has most consistently introduced innovations since the start of automotive history. For Renault, innovating means designing and developing an affordable range of products and services that hold value for customers, and developing technologies that anticipate customer expectations. But it is also about creating the car of the future, by working on foresight and keeping a market watch.PRIORITIES IN INNOVATION
To develop appealing and broadly affordable technologies, they work in three priority areas:
Renault believe the autonomous vehicle is within reach..
The car of the future will undoubtedly be autonomous, spelling an end to motorway monotony and endless urban traffic jams. Renault will be taking you there step by step, with a series of safe assisted-driving solutions.
ZOE's ZE40 Battery
Consistent with its ambition of making electric transport the most attractive option available, Renault is innovating with a record 400 km travel range (NEDC) for ZOE with its new ZE 40 battery. The energy payload of 41 kWh is almost twice that of the standard 22 kWh battery.
Renault’s innovative new R240 electric motor, powered by a battery under optimised electronic control, brings ZOE drivers a significant increase in everyday travel range: up by 30 km to 240 km (NEDC).
And an upgrade to the Caméléon charging system shortens the vehicle charge time by around 10% at a domestic charging station.
R-Link2, our integrated, connected, multimedia touchpad
The R-Link2 vehicle control centre is overtly inspired by smartphone and tablet technology. There’s a large-format touchscreen, plus voice control, for operating an extensive range of vehicle functions, and there’s an intuitive internet connection interface, enabling you to safely check your email or download applications from behind the wheel. R-Link2 offers ergonomic access to vehicle personalisation menus, driver assistance systems, services such as Tom Tom navigation, sound system controls, digital device connections, and automobile application downloads from R-Link Store.
Some beautiful stock pics off the website to support and possibly be used for mockups:
R-Link2, our integrated, connected, multimedia touchpad
The R-Link2 vehicle control centre is overtly inspired by smartphone and tablet technology. There’s a large-format touchscreen, plus voice control, for operating an extensive range of vehicle functions, and there’s an intuitive internet connection interface, enabling you to safely check your email or download applications from behind the wheel. R-Link2 offers ergonomic access to vehicle personalisation menus, driver assistance systems, services such as Tom Tom navigation, sound system controls, digital device connections, and automobile application downloads from R-Link Store.
Some beautiful stock pics off the website to support and possibly be used for mockups:
Their Heritage
Renault have a rich French heritage which they are very proud of, from 1898 to the present day.
Renault’s industrial and human adventure features emblematic models, plant openings, sporting achievements, charismatic people and game-changing innovations.
Offering a nice retro archive to be inspired by..
Offering a nice retro archive to be inspired by..
Their commitments
They are committed to reducing the environmental impact of their activities, to making the road a safer place, to developing their employee's skills and to promoting equity and diversity.
- Renault today boasts the world’s leading range in terms of low CO2 emissions.
- One reason for this performance is that their vehicle lineup has gotten younger. Another is the success of their Energy engines and the development of their electric vehicles.
- In twenty years, they have cut our CO2 emissions by half!*
-With an electric vehicle, the overall impact on the environment is reduced almost by half. Electric cars will help to achieve the balance between the rising demand for vehicles and the need to protect our planet.
* At 83 g/km of CO2, the present-generation Clio IV dCi 90 hp emits just half the CO2 of the 1995 Clio I diesel 65 hp (165 g/km).
With the release of Renault’s new Espace model — endorsed by Francis Underwood — the company introduced a new identity designed in-house by its Corporate Design Department...
“Passion for Life” tagline - brings a bright, modern take on Renault’s historic virtues.
The new tagline is in English worldwide, consistent with Renault’s international ambitions, though it is being translated in France, the birthplace and historic market: “Renault — La vie, avec passion”.
The previous logo version had a blasted aluminium feel with hard edges and contours; while the new one goes for a cheaper-looking glossy chrome finish and has softened the shapes.
The previous logo version had a blasted aluminium feel with hard edges and contours; while the new one goes for a cheaper-looking glossy chrome finish and has softened the shapes.
With added lens flare on the inside right?!
They seem to have stripped back the recognisable and rather charismatic yellow
Wordmark, before (top) and after (bottom)The previous wordmark, designed by Eric de Berranger, and corporate typography, designed by Jean-François Porchez via Publicis worldwide, was strong, sturdy, and very nicely serifed, with a great contrast of thicks and thins giving great character!
- for me, perfectly representable of the French heritage
The new stubby serifs left on the few letters do look extremely odd, the thicks and thins have some contrast but not enough, and the “U” is rather dull.
In application, it only get worse...
The silhouette versions are interesting but doesn't fit the metallic version of the cars well enough in my opinion.
Badge repeat patterns are peculiar, but for me the yellow is not warm and welcoming enough...
The application onto the ads does work nicely, in terms of simplicity however..
For my rebrand, I can initially state that I aim to re-address...
- the symbol - inspired by the archives if appropriate, making it more adaptable to digital/print stationery aswell as the metallic version for the grille
- the logotype - restore the serif style (traditional) or look to a more futuristic style in terms of the e-cars/sustainability
- other merchandise examples - business cards, letterheads, totes, leather manual
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