PPR – a French luxury and sporting goods company that owns brands such as Gucci, Saint Laurent Paris and Puma – announced on Friday, March 22, that it would change its name to Kering. The visual identity was developed by Havas Lifestyle, while the strategy and signature was drawn up by Dragon Rouge. A launch campaign was devised by TBWA\Corporate.
The new name will be pronounced as the English word "caring" as an expression of the corporate ethos. "Ker" also means both home and heart in Breton, a language spoken in the region of France where the company originated. It also introduces an elegant symbol in the form of an untamed owl. The owl's ability to turns its head symbolises the company's ability to anticipate trends.
Details on the new identity from press materials:
First and foremost, Kering is pronounced ’caring’, in other words the distinctive way in which the Group looks after its brands, its staff, its customers and its stakeholders. The ending ‘-ing’ expresses not just the dynamism and movement that are part of the Group’s DNA, but its international dimension too.
A reminder of the origins of the Group in the Brittany region of France, ‘ker’ means hearth and home in the Breton language, reflecting the Group’s protective and inspiring role in relation to its brands.
So this name affirms the global nature of a Group in touch with its roots and dedicated to developing its brands on an international scale.
With its sharp vision and 270° swiveling radius of the head, the owl represents Kering’s visionary character and foresight, its ability to anticipate trends and spot the potential in people and brands. A protective and unobtrusive creature, the bird of the goddess Athena, it symbolises wisdom and intelligent activity.
The Kering emblem consists of a sophisticated stylisation of an untamed owl, placed over the stylised letters of our name. Positioned so that its open wings appear to be lifting into the boundless realms of imagination. A moment in flight, to illustrate Kering’s lively minds and ability to anticipate trends.
Drawn with a single line, thick and thin, to embody our constant drive to excel ourselves, the Kering emblem has perfect symmetry to underscore the synergies needed to achieve our mission. The bird’s smiling eyes denote foresight, wisdom and intelligence. Finally, the owl’s face is framed by a heart to represent the attention, caring and respect that epitomise Kering’s human values.
The sans serif typography, with clear spacing between the letters, reinforces the feather-light quality of the emblem. The design combines the dynamic and gentle curves of Sport & Lifestyle with the finesse, balance and simple elegance of Luxury, to form, with the emblem, a statutory trademark set.
In both form and substance, the signature embodies the Group’s vision: to encourage the creativity and agility of its brands to enable them to go beyond their limits; to empower its brand managers and designers with the vision to deploy ambitious strategy, develop talent and fulfill their potential.
This signature is not rigidly confined to one graphic style, but adopts a number of different styles. All have been specially handwritten to embody the people-centred focus of the Kering Group.
Press release (archive)