Intelligent identity for France's Daher

Daher is a major French industrial involved in several advanced engineering businesses like aircraft manufacturing, aerospace, logistics services and nuclear power. Last week, on February 25, it introduced a new corporate identity, developed by CBA.

The new positioning is summed up as "Shaping Industrial Intelligence", conveying the advanced engineering involved in all of Daher's products. The rebrand unites the companies divisions under one corporate name. The logotype uses simple typography and is contrasted by an overall style that makes use of detailed photography and technical drawings.

Make the company’s offer clearly understandable, shifting from a technical corporate approach to a specific expression of its know-how, put the spotlight on agility, intelligence and creativity, call upon a past rich in innovations and powerful stories, promote its original Integrated Industrial Services… These are some of the challenges Daher and CBA collaborated on, to accompany the brand's clients and collaborators in the new industrial revolution era, and turn it into a flagship.

The brand core personality trait is put at the foreground : its capacity to reconcile paradoxes in a unique way (service & industry, intuition & process, know & how, amongst others) enables it to leapfrog the competition on all its activities segments.

After this thorough strategic work, CBA defined Daher’s new brand idea, which was so accurate that it was also chosen as the company’s tagline all around the world : « Daher, shaping the industrial intelligence ». - CBA

Through this repositioning process, Daher decided to federate most of its previous brands under one common identity, which was then translated into a full overhaul of the company’s business and communication tools.

The new logotype’s typography is pure and modern, and conveys the image of an acknowledged, influential and trustworthy industry champion. The graphic style is simple and essential, and gives wide room to express the human dimension and skills that characterize Daher. The counterpoint is an illustrative style derived from the engineer’s technical drawings, which highlights the technologic excellence of the brand.

The look & feel lives across a large variety of corporate collaterals, from literature to workwear, and includes posters, both for internal and advertising purposes. A « reveal » short movie built around Daher’s history milestones, connected to the new brand vision, was especially created to support its rebranding’s announcement. - CBA

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