Air Liquide is an French gas conglomerate with activities around the world including supply and services. After acquiring American competitor Airgas last year it has 68,000 employees and three million costumers. This month it introduced a new corporate identity, created by Saguez & Partners.
The old logo was reportedly introduced in 1991 as a refreshed version of a 1972 logo. The old monogram is replaced by an abstract symbol named "Alpha". It is used with a wordmark featuring custom type modelled on the symbol.
According to a press release, the new symbol is stuffed with symbolism:
This change in visual identity thus illustrates the Group’s transformation and marks a new milestone in its history. While maintaining the brand fundamentals – name, color code and construction of the logo – the AL monogram is being replaced by a new brand sign, the “Alpha”, which stands for the beginning of a new phase. The precision of the Alpha echoes the Group’s expertise, its scientific culture and its technological and innovative capabilities. The roundness of the sign and the lower case typeface convey the Group’s proximity to its stakeholders and contribution to major societal challenges. Last but not least, the elimination of the frame around the logo suggests the Group’s openness, whether this be in its way of innovating or its ongoing dialogue with communities.
The two videos below shows an over-the-top animated formation of the new logo and some collaterals from the new identity programme, respectively.
Thanks to NekoOlives14 for the tip!