Rosa has given French railway company, SNCF Voyageurs, 25 logos. The entity, created in 2020, is made up of a range of SNCF brands and to date no one had really identified it as a brand in its own right, because most people don’t know the difference between the various SNCF brands. Choosing one logo that resonated with all its travellers was an impossible task. So the partners chose all of them.
Logos for large groups often follow very classic shapes and primary colours. These designs tend to be impersonal and fairly similar. Rose Paris drew inspiration instead from the vast range of passengers (5 million of them) who travel by train every day and created a visual identity by and for all the identities of its passengers. To develop an identity that resonates with passengers and, above all, better targets their interests, the agency used used Converge, a precise data analysis tool.
Using its detailed data, 25 unique SNCF Voyageurs logos have been designed by numerous artists – graphic designers, illustrators, 3D artists, and embroiders. There’s something for everyone: the traveller who likes to read, the traveller who misses the 2000s, the one for whom figures and spreadsheets hold no secrets, the dreamer, the snack-loving traveller, and many others.
Thee aim is to show that this brand has been designed to move and connect 5 million passengers every day. The 25-logo campaign began on January 2 on FLIGHT, the French channel lTF1, and on social media through the brand’s networks.
Credits:
Client: SNCF Voyageurs
Managing Director: Christophe Fanichet
Head of Communications: Olivier Reinsbach
Brand and Foresight Director: Béatrrice Godineau
Campaign Manager: Lisa Mangin
Agency: Rosa Paris
Co-founders: Jean-Patrick Chiquiar, Gilles Fichteberg, Jean-François Sacco
Creative Director: Julien Saurin
Art Director: Claire Croteau
Copywriter: Diane Desclaux
Vice-President: Delphine Drutel
Associate Director: Camille Courant
Group Manager: Florence Cudian
Head of Production: Elodie Jonquille
TV Producer: Héloise Duquenoy
Production Assistant: Marie Pichon
Communications Director: Lauren Weber
Sound Production; Court-Circuit
Motion Designers: Maxime Tibay, Lynn Rammal
Artists: Studio Jimbo, Morgane Vantorre, Clément Cases, Thomas Jouffrit, Ginevra Grigolo, Killian Maguet, Hust Wilson, Eliott Grunewald, Axel Dureant, Arthur Seguin, Chloé Grienenberger, Studio Horah, Hugo Lucas
