France Initiative is a national network of organisations that offer unsecured loans to businesses, consisting of 238 member "platforms" around France. On October 1, it decided to flip its name to become Initiative France and adopt a new brand architecture for the organisation and its members, designed by Paris agency Fondamenti.
The new logo system is made up a blue trapezium with the word "Initiative" that is used in the logos of all members, and a rectangle with the name of the local organisation in a colour chosen locally. This serves to straighten up the communicatively messy situation where each local organisation had its own logo.
|A collection of old local logos.|
The organisation alleges this was the first change of visual identity since 1985, which is believable.
|Some new logos.|