Back on the new HelvéCIE identity

RATP Development commissioned Label.ch, after its acquisition of Veolia Transport Switzerland, to direct the development of a new brand in the tourist segment of Swiss bus transport.

The request to LABEL.ch was to create a visual identity, including the search for a name and development of a logo suitable for different media.

In this case, the right approach was based on the consideration that, even though the brand already existed, it was essential to think in terms of a brand launch. And then, before talking about branding, consider the positioning of the brand by integrating at an early stage the components of the brand territory that would be developed further down the line.

First client dilemma: how to choose the right name?

Start by giving a full brief to the agency (marketing and communications objectives) in such a way that it can clearly respond in terms of positioning, personality and brand status.

After, if creative thinking on the new brand name is well executed, it will attain the strategic objectives targeted to the market segment in question:

• a distinctive name (preferably unique)

• memorable – recognizable and attributable

• has an emotional charge (added value that is affective, a reference to the collective unconscious, etc.) able to promote adhesion

The LABEL.ch team recommended HelvéCie, which immediately received a positive reaction from internal teams, partners and target audiences in polls carried out at trade shows. The name has a powerful local connotation and a strong reassuring value and was well received.  The former name Veolia was considered intrusive by Swiss competitors, as it was associated with a large French company.

HelvéCie: a Swiss reference, firmly anchored in Switzerland. Also a “hidden” meaning: Cie, the Swiss company par excellence.

Second dilemma: what is the right logo in the mix of agency proposals?

The right logo is that which incorporates the main identification codes of the company:

• Unique character

• Impact

• Description

• Tone (overall impression)

• Artistic quality

and in doing so will exceed the subjective criteria of tastes and the volatile influences of trends.

The name, typeset in lowercase Chalet font, which is round, smooth and very readable is slipped behind two solid color   asymmetric shapes that suggest the windows of a bus.

The color purple /garnet expresses the   symbolism of dreams, mystery and utopia conveyed by the journey, as well as sublime comfort and elegance which highlights the premium range of the brand. In addition, the color amethyst and pinot noir does not discriminate between men or women. The choice of one color was made for its   simplicity, readability and ease of adaptation to different media.

The design is expressive, minimalist and modern. It conveys the message of a discreet and elegant quality, eminently exportable.

Third dilemma: what is the right signature for the brand?

A signature is a phrase that sums up the very essence of the brand, its personality and it’s positioning.

If it is short, differentiating, memorable and emotional, it is likely to be right.  Even better, if it is organic to the logo, it will merge the verbal and visual messages of the brand.

The signature that was selected,  “the world before your eyes”, brings to mind in the case of HelvéCie, that the transportation of people is not limited to a single trip, but to a journey. It evokes this unique way of discovering the countryside, the visuals affixed to the windows of the bus…

You will agree, the client could not be mistaken about choosing the right brand identity, since all the strategic, creative, graphics parameters are combined to channel his choice.