Opinion BY Armin

Carrefour Fades (to Color)

With more than 15,000 stores in 35 countries generating more than 100 billion Euros in sales, the French supermarket chain Carrefour is undeniably one of the world’s most prominent retailers and purveyors of, to put it simply, good stuff at decent prices. Unflinching in its identity design, the icon and typography have remained consistent since 1966 — only nine years after Carrefour’s launch — when the C-in-a-diamond icon made its appearance next to a typewriter-style wordmark. This September 4th, along with a new campaign titled “Positive is Back,” Carrefour has introduced a new wordmark and a slightly modified icon.

Old (yellow) and new (blue) icon comparison overlay, 3 second interval.

Old (above) and new typography.

The Carrefour icon has never appealed to me. The resulting shapes from the C eating away at the diamond are unpleasant and create an odd pair of shapes. But, at this point, it is instantly recognizable so with such a high-stake operation around the world it makes no sense to introduce something revolutionary. This, of course, begs the question of why change at all, especially if the cost of implementing such a subtle change will likely be immense, but I imagine that as new stores open or old stores’ signs fall down, the new icon and logo will be implemented and the immediate change will be apparent in banners, ads, coupons and in-store graphics.

The new wordmark is friendlier and quirkier, and has a nice flair to it that most serif typefaces lack, so it feels like a good birdge between the blocky slab serif of old and some corporate serif. The new icon is a little blander, it lost the sharp edges of the curls of the C and now it looks even more unpleasant.

Sample applications. Image source.

Four of many gradient combinations, more at Carrefour’s Facebook page.

The biggest change, more than the icon or the typography, is the introduction of a range of gradients for the icon. In application — which, unfortunately, we only have one small image — the concept seems like it could work and gives Carrefour a slightly trendy and upbeat look. In isolation, there is something cheap about the look of the gradients. So, the jury is out for now pending some further executions. Overall, for a business of this size, any change is significant and something this playful is not to be easily dismissed.

New TV ads for “Positive is Back” campaign.

Thanks to Bastien Dequest Pinasseau for the tip.

Joe’s comment is:

I prefer the original!

On Sep.08.2009 at 09:52 AM

Kosal’s comment is:

It was only a month ago that I realized the logo was a knockout C. That’s forgiveable since the last time I saw the logo before that was almost 10 years ago…

On Sep.08.2009 at 09:53 AM

Bendy’s comment is:

Surprised they didn’t take the opportunity to give the update a bit more personality; it looks just as generic and lifeless as the old brand. I really despise the way they’ve used the ‘C’ in the mark. It just seems poorly conceived and executed. Oh well - at least their customers won’t be up in arms because of a huge branding shift…

Everything said and done, it looks completely outdated… or like a paint company. Not to mention that the ads make me uncomfortable. Oh, and the mark looks like an eyebrow ring.

On Sep.08.2009 at 09:56 AM

Brand Sky’s comment is:

We are living the last days… And this is seen also in the agresive branding, the materialism of people and the greed to obtain more. Jesus is coming again to judge the world so:’Repent, then, and turn to God, so that your sins may be wiped out.’

On Sep.08.2009 at 09:58 AM

jonathan’s comment is:

I feel a little bit of a disconnect between the icon and the type, but then again, I always have. That icon is so strong, I think it slaps around any type that tries to get with it.

I kinda like the counter space of the old icon, apposed to the new. There’s points in the C there that almost square off, not quite as smooth as before. The typography is a good update. Some nice little details going on in there, particularly liking the u.

Gradients in the adds like fresh, alone however, they look a little tacky, and kinda like fish.

On Sep.08.2009 at 09:59 AM

Chris R.’s comment is:

I thought people only used strange gradients for sarcasm’s sake. I like the type in the logo, the mark seems like a modest but definite improvement. Applications look downright off-brand.

On Sep.08.2009 at 10:11 AM

Jason’s comment is:

To my eye the two colors make the C difficult to read. But I had never seen the brand before.

On Sep.08.2009 at 10:14 AM

Garcio Hellmeton’s comment is:

I grew up with a Carrefour in the neighborhood in Brazil. Never realized the mark was a C inside the diamond, I always thought it was a weird fleur-de-lis type of thing. It never bothered me. I do like the new logotype though. I Preferred the new mark until I realized the C inside the diamond. Now I prefer the old one back! It’s a new world of Carrefour for me now!

On Sep.08.2009 at 10:21 AM

Hibryd’s comment is:

Oh, thank god, it’s not just me. I had never heard of this company, and I didn’t see the C for over a minute. I thought it was some kind of fleur-de-lis or compass rose design. Now, of course, I can’t stop seeing it, and I’m not sure how I missed it to begin with.

On Sep.08.2009 at 10:41 AM

Camryn Brown’s comment is:

In the old version, the C in the type did not match the C in the logo. Now they are the same. Not making judgment, it just seems like no-one noticed yet.

On Sep.08.2009 at 10:48 AM

SaraMac’s comment is:

Camryn, the “C” in the diamond is not identical to he “C” in the new word-mark. You’ll notice that the diamond “C” is compressed by comparison.

One could view the gradients as playful… another view would be that they’re trendy. The applications are hideous. Why is the icon over the top of the product?

On Sep.08.2009 at 11:18 AM

Slydelux’s comment is:

I like this new TV campaign, so cute, hopefully …

On Sep.08.2009 at 11:35 AM

Bill Dawson (XK9)’s comment is:

Subtle to most viewers, but a world of difference. Expertly done. Hats off.

….

Jason’s comment is: “To my eye the two colors make the C difficult to read. But I had never seen the brand before.”

Jason isn’t that the idea, though? This logo is a very purposeful play with the figure-ground relationship. At first what appears to be playful shapes, is then discovered to be the letter C. (See also FedEx arrow).

On Sep.08.2009 at 12:37 PM

Joseph Maguire’s comment is:

would call this a type treatment change not so much a brand update.

On Sep.08.2009 at 12:57 PM

Steven Hoober’s comment is:

The faded colors for the primary brand look awful. Like they decided it was too much money to replace all the outdoor signage that is fading, and this is cheaper.

These gradients are beyond amateur. I don’t let 13 year olds get away with that sort of behavior.

On Sep.08.2009 at 01:08 PM

Jeffry Pilcher’s comment is:

This logo looks like the NFL, MLB, PGA, etc., with red on the left, blue on the right, and a white/reversed thing in the middle. As an American, it’s almost impossible for me to move past this.

Despite the store’s ubiquity and retail importance, this logo “redesign” isn’t very interesting. It’s another exercise in subtleties and subjective executions. Unless you’re living logo design 24-hours a day (not healthy), there isn’t any story here. They changed typefaces and lightened colors on their monogram. So what… Why change at all?

Anyone who thinks it’s a good idea and worth all the time, energy and money to make trivial changes to logos like this is drinking too much of the Brand Identity Koolaid.

The world does not start or stop with logos, and obsessing over such insignificant details suggests Carrefour has its priorities all out of whack. For as much attention as I’m sure this project received internally, I’m skeptical that there aren’t more important, more productive ways to improve the business.

All logo redesigns should start with the case for change. Let’s hear it. Lay it out there. Dissecting a design without knowing what problem someone is trying to solve is nothing more than an art school exercise.

Where do comments like “big improvement” and “good move” come from? On what basis can someone make these value judgments when they don’t even know what the client was trying to accomplish?

In this example, there probably is no compelling reason to change. Just someone’s whim or fancy. What do they expect the business results of this redesign to be?

On Sep.08.2009 at 01:24 PM

Pedro’s comment is:

I think that, typographically, it is better thought than the old one. One font face for the symbol and for the logo, that’s nice. But the main point about Carrefour’s symbol is: People don’t see the C. Lots of people who have seen the symbol for their whole lives get really surprised when they discover that the symbol they thought looked something between a fleur-de-lis, a fish and a clown is actually a C in a diamond. So I guess that thinking typographically, even though the symbol derives from typography, wasn’t the best approach possible. I kind of like their old symbol, but the new symbol indeed looks duller, specially with the sharper parts smoothed by the new typography.

The word carrefour, in the other hand, looks nice. I’m just not sure if it is superior than the old one and, specially, if it’s really worth the change.

On Sep.08.2009 at 01:45 PM

Armin’s comment is:

> This logo looks like the NFL, MLB, PGA, etc., with red on the left, blue on the right, and a white/reversed thing in the middle. As an American, it’s almost impossible for me to move past this.

Other countries use blue, white and red. You know, like France. Carrefour is French.

On Sep.08.2009 at 01:51 PM

mog’s comment is:

LOL at ^ Armin’s comment. But it’s true, of course.

The C in the diamond and the C in the wordmark are more similar now, but they still don’t…quite…match…which makes me want to open up the logo in an editing program and change it! I mean what’s the point in making them so close but not going all the way? I think it would help people see the semi-subliminal C in the diamond, too.

On Sep.08.2009 at 02:26 PM

Matt’s comment is:

I like that it’s centered (something I’ve only said 2 or 3 times in my life!). I think the typewriter look wasn’t bad for this style logo. The newer font feels a little to feminine. But if that’s more of the vibe they wanted. Then it works. I think I like the colors stronger like in the former rendering.

On Sep.08.2009 at 02:41 PM

Gareth Coxon - Dot Design’s comment is:

It definately an improvement but I think they could have gone step further as its still not fantastic. Really not sure about the use of the gradients on the supporting material. The font doesn’t fit with the shape of the icon and the icon isn’t working either.

Overall an opportunity missed I feel.

On Sep.08.2009 at 02:46 PM

Lester’s comment is:

If it ain’t brokeback, don’t fix it.

On Sep.08.2009 at 03:10 PM

Mark’s comment is:

Good tweaking.

At first I could barely tell the difference, but after a second look I could tell what has changed.

I like it.

On Sep.08.2009 at 03:27 PM

Jeffry Pilcher’s comment is:

Yeah Armin, I get it. Thanks for the smartass lesson in cultural differences…

I did read the article.
I saw that Carrefour is French.
I know the colors of the French flag.

I did not say that this is a rip-off of the NFL, MLB, PGA, etc.

I did not say that red, white and blue is a uniquely American color combo.

I was saying that, as an American where all our national pastimes are branded in this exact same style makes it nearly impossible for me to view the logo for what it is — a French icon for a retailer. To this American eye, it looks like a logo for the National C***** Association (whatever the “C” might stand for).

The construction of this logo follows an exacting pattern — same colors, same order, same idea — that I would expect many Americans to recognize. To Americans (who I very much realize are not this brand’s audience), this logo could very well feel like an anachronism. This is what I was pointing out.

On Sep.08.2009 at 04:01 PM

Lauren B’s comment is:

This is the first I’ve heard of Carrefour and I am attracted to the gradient applications; they provide a much-needed colorful and refreshing look to the icon. The wordmark is much friendlier but all this still doesn’t detract from the “C + diamond” awkward logo. Overall a refreshing rebranding.

On Sep.08.2009 at 04:15 PM

John Mindiola III’s comment is:

How could you all call yourself designers and NOT NOTICE THE C? Wow.

On Sep.08.2009 at 04:30 PM

Derrick’s comment is:

What about the fact that when rotated, the C becomes a smiley face? That works considering the campaign is “Positive is Back.”

On Sep.08.2009 at 04:54 PM

Nate’s comment is:

Wow, I really wish this place would’ve just ditched the old logo completely. There’s something so “ear-like” about that C. Not sure what’s up with it, but it has lobes man!

On Sep.08.2009 at 05:43 PM

Geoff Thibeau’s comment is:

Armin,
The second paragraph under the wordmark comparison has a misspelling: so it feels like a good birdge.

On Sep.08.2009 at 06:48 PM

Sam’s comment is:

Marketing wise I understand the change, using the variation of color use for perhaps different productlines or services.

But does it have to be in the logo. The same marketing results could have been achieved with changes in the graphic design of the applications. Apparently all companies nowadays want a morphing logo to express diversity. Even the chauvinistic French whom I by the way adore.

As for the type changes, I think indeed it works better.

My favourite supermarket chain remains the Dutch Albert Heijn (AH) and this feels like a move towards their type of identity style. I wonder if Carrefour has a good delivery too?

AH

AH Brands

On Sep.08.2009 at 07:17 PM

Sacha’s comment is:

This is what the Carrefour logo always makes me think of:

I’m french and only noticed the C after 10 years or so of seeing that logo all the time. (by the way, salut Bastien!)

On Sep.08.2009 at 08:45 PM

Marcin’s comment is:

Well done. Even gradients aren’t so bad.

On Sep.09.2009 at 01:09 AM

soully’s comment is:

The C looks like one of those magnetic bands that people wear to improve their circulation. Honestly I don’t care for either the before or after image, although I do appreciate them trying to keep consistency. Those gradients could be a lot less harsh too.

On Sep.09.2009 at 03:36 AM

Paul’s comment is:

Please can somebody tell us who did this redesign work?
Thank you.

On Sep.09.2009 at 03:51 AM

toby’s comment is:

The “c” is hidden, just like the old logo for Bayerischer Rundfunk was read by many as a flipped over FE - for the discussion of that one (and its redesign), read http://www.designtagebuch.de/bayerischer-rundfunk-mit-neuem-logo/

“Carrefour” means “crossing”, but I cannot see anything in the logo that relates to a crossing (perhaps the figure of a 45° rotated square?)

On Sep.09.2009 at 06:49 AM

Logopedas’s comment is:

I like the proportions of the new mark. Also the typeface is appealing. Good example of successfull redesign.

On Sep.09.2009 at 10:05 AM

Renan de Araujo’s comment is:

I prefer the old one. There’s some tradition to it that I don’t relate to dated.
I grew up near a Carrefour, it’s really nearby in my neighborhood in Rio (Brazil).
I just don’t like the new typography and the way the C looks in the fleur-de-lis.

I don’t mind the fact that most people don’t notice the C, to me it’s secondary. The primary concepts for me are the color and fleur-de-lis that make reference to the fact that it’s french. But more importantly the fact that Toby just pointed out :

“”Carrefour” means “crossing”, but I cannot see anything in the logo that relates to a crossing (perhaps the figure of a 45° rotated square?)”

Actually if I’m not mistaken it means something more of crossroad, junction or intersection. So I always relate the arrows to the crossroad as in “right” or “left” when you get to a T intersection.

In my opinion it is a really well though icon for a company, but I always thought that it could be improved somehow, and this update goes in a wierd direction that I don’t like.
Unfortunately it’s only a matter of time until I start seeing it daily.

On Sep.09.2009 at 12:35 PM

obse.’s comment is:

They shouldn’t have changed it.

My father will miss the arrow he always saw when we went to Carrefour. It took him like a decade to realise there was a C on it. And now it’s became even harder.

On Sep.09.2009 at 01:02 PM

Glenn Sakamoto’s comment is:

So subtle. What’s the point?

On Sep.09.2009 at 03:40 PM

Shauna’s comment is:

The new ones’s nioce, they didn’t chnge it very much but the places they changed were for the better, the new font looks better, especially with the u and r’s.

On Sep.09.2009 at 05:20 PM

Sam’s comment is:

The ads made me smile

On Sep.10.2009 at 09:07 PM

Lemon’s comment is:

I really didn’t mind at all that the C was so well hidden!

I like the shape that is created and I liked it even more when I finally discovered the hidden C.

The new colors seem very washed out. If I had never seen the original before, colors would have seem just fine. Now they are not (for me)!
As far as the gradient is concerned… Bad idea!

I also don’t like the new typo. I am sure that gradually I will get used to it… but it will always be inferior to the original.

The new image gives me a feeling of cheaper, more common…
But I am not quite sure if making it more common also makes it more positive and friendly and accessible (like they want it to be).

Does it?
I’ll have to think about it!

On Sep.11.2009 at 02:38 PM

Mathieu Hubert’s comment is:

I have seen this logo pretty much all my life and it’s only a few years ago that I realised about the C… it’s reassuring that I’m not the only one.

On Sep.11.2009 at 04:10 PM

Mongoose’s comment is:

Never encountered Carrefour, and I saw the ‘C’ just about immediately. Heh. :)

It’s a small change, but I think an improvement, all told; the new font is still pleasing and gentle, nicely serifed, and the ‘C’ in it matches the ‘C’ in the logo, which should help a lot more people get the negative space. The logo itself.. I slightly like the new colors, and like the ‘C’ in the new one but the sideways fleur-de-lis in the old one. It’s very minor, but I think a positive update.

I give it a B, for an all-around nice modernizing. Tweak here, tweak there, and they’re good to go for another few decades; they can upgrade rather in slow-motion and no one will mind.

—Mongoose

On Sep.13.2009 at 12:25 PM

Bart Rylant’s comment is:

I always saw the Carrefour logo as a diamond with a white C in it, until (after a few years) my wife said something like “I really think the shape of the right arrow is very funny.” “Arrows?” Anyway, I still can’t see this logo as two arrows, she still doesn’t see a letter C in it.

About the logo: Seeing the logo as two arrows, I think the new one is better. It has a bit of a wider horizontal line. In the older logo, the right arrow almost fals apart. However, I like the typography from the older logo better. It was bolder, and it had a face. I think it will take a while (or not happen at all) for me to link this new typeface to Carrefour. And if you look at Carrefour’s competition in France (like Champion, Leclerc, Auvhan, Super-U) I think the letters are way too light to stand out.

About the different gradients: it looks like colour for a logotype doesn’t matter anymore these days. Although I am a big fan of “hybrid” logo’s, or a very wide colour palette, I think for this type of brand it would be better to stuck to one or two colours, for recognition.

By the way: I wonder which elements of this redesign will be used in Belgium, where Carrefour bought the old “GB” supermarket and also has a lot of little shops. The last 3 years, we saw the big red GB-circle disappear, to be replaced with the Carrefour logo (red+blue), but without the word Carrefour. They changed the name of Maxi GB to “Carrefour”. They then changed the name of small supermarkets to “GB Express” with a green diamond-C logo. When (almost) every shop had a new sign, they decided to do another redesign. “GB Express” became “Carrefour Express”, “GB” became “GB” where they replaced the blue-red logo by a white-on-red-background carrefour-C. To the “Carrefour Express” they added a white C on a green background and dropped the word “Carrefour”. And the very big Carrefour supermarkets changed again from “Carrefour” to “Hyper”, with a white C on a bue vackground. I wonder what will be next.

PS: when searching for illustrations, I found out they also use all the logo’s with colour-on-white, so not only white-on-colour. See http://carrefour.eu/

The transformation of GB:
1/ http://s1.hbvl.be/imgpath/assets_img_hbvl/2007/06/20/234196/gb-sluit-16-winkels-gb-heppen-dicht_5_460x0.jpg
2/ http://www.seghers-selection.be/admin/klanten/gb%20logo.jpg
3/ http://www.carrefour.eu/common/style/site/logo-gb-mini.gif

Some GB express pics:
http://www.express.be/pictures/300@280/retaillogo/gbexpress.jpg
http://www.franchise.be/images/photorecrut/gb-carrefour-express-09.jpg
http://www.truvo.com/assets/images/dzCpOUCq4r3Qluaby-iIif.xxl.jpg
http://www.franchise.be/images/partner/website/recrute/gb-carrefour-express148.gif

On Sep.14.2009 at 08:59 AM

no’s comment is:

Carrefour is right in the middle of consolidating a large number of franchises into its core Carrefour franchise, rebranding thousands of stores in France and Spain at least, so this update has good timing at least! I think the knockout C is great: distinctive and going its own way in terms of design. Unusual, but benefiting from that.

On Sep.14.2009 at 11:28 AM

Daniel’s comment is:

I like the update of the typemark. it definitely seems quite throwback, but in a really good way, it truly looks like nothing else out there. rather than go the usual current rounded sans-serif face look of most retailers. it somehow looks more French now…

the logomark i’m not so sure on, it’s not bad, i see the new one as an improvement.
the sample applications just look ridiculous.

On Sep.15.2009 at 11:59 PM

Ramon M’s comment is:

Here in Mexico we used to have Carrefour stores, but all were sold to Chedraui… so that logo won’t make it here…

On Sep.16.2009 at 02:07 AM

Vitezslav Valka’s comment is:

Nice. But was that really needed? In these times..

On Sep.16.2009 at 05:48 AM

G. Alex’s comment is:

The change, although small, is a welcomed one. More rounded, well placed and the typo is upgraded as well. Not a bad attempt at all.

On Sep.16.2009 at 11:51 AM

Mark B’s comment is:

Is Carrefour French for nice uvulas?

On Sep.18.2009 at 03:24 PM

Jeffry Pilcher’s comment is:

This is what I was talking about…

http://twitpic.com/ib1pi

On Sep.19.2009 at 10:42 AM

Mark’s comment is:

How could so many not have noticed the knocked out “C?”

On Sep.24.2009 at 12:29 AM

Alessandro Mingione’s comment is:

I like the fact that the C in the mark is much more coherent with the logotype.
But those are very small changes (the new C, the rounder corners, the new typeface), the concept is always the same, and probably most people will look at the new logo (without the gradients) and feel there’s something odd about it.
My point is: if you have to change, make a big change, not something minor like this.

By they way, i found out the C in the mark like… 3 years ago, in the bathroom, looking at the discount flyer… (there are many Carrefour in Italy, or at least in Rome).

On Sep.25.2009 at 07:21 AM

Robertas’s comment is:

Re-design by Wolff Olins

On Nov.04.2009 at 09:08 AM

Pennsylvania workers compensation lawyer’s comment is:

Really love the variety that the new logo lends.

On Nov.20.2009 at 10:15 AM

winter olympics’s comment is:

There isnt much done in the logo design, actually apart from changing colors and fonts nothing is done.

On Dec.23.2009 at 01:58 AM

Mireia’s comment is:

It took me years to realize there was a c in the diamond (actually I though the logo was a fish). But I still think the new one is not better, I prefer the edgy white space rather than the smoother one. Nothing better about the typography also, ok, the old one wasn’t great but this new one will age so badly.

About the gradients, this is something absolutely french, they can’t just avoid it, they love them, everywhere. (I have been working with french graphic designers)-I disagree-

On Dec.27.2009 at 07:52 AM

Website Design’s comment is:

I guess that thinking typographically, even though the symbol derives from typography, wasn’t the best approach possible. I kind of like their old symbol, but the new symbol indeed looks duller, specially with the sharper parts smoothed by the new typography.

On Aug.06.2010 at 05:17 AM

listbuilding tips’s comment is:

Nice article,The world does not start or stop with logos, and obsessing over such insignificant details suggests Carrefour has its priorities all out of whack.

On Aug.17.2010 at 07:19 AM

Isaac Achar’s comment is:

I am attracted to the gradient applications; they provide a much-needed colorful and refreshing look to the icon. The wordmark is much friendlier but all this still doesn’t detract from the “C + diamond” awkward logo.

On Aug.18.2010 at 02:07 AM

faux blinds’s comment is:

The primary concepts for me are the color and fleur-de-lis that make reference to the fact that it’s french. But more importantly the fact that Toby just pointed out.

On Aug.19.2010 at 02:37 AM

executive conference table’s comment is:

I really despise the way they’ve used the ‘C’ in the mark. It just seems poorly conceived and executed. Oh well - at least their customers won’t be up in arms because of a huge branding shift…

On Aug.19.2010 at 08:52 AM

Cissp Amdahl’s comment is:

This logo is a very purposeful play with the figure-ground relationship. At first what appears to be playful shapes, is then discovered to be the letter C.

On Aug.25.2010 at 04:53 AM

Duravit Bathroom’s comment is:

carrefour constantly strive to exceed everyone’s expectations by providing better value and finding new solutions for a better quality of life. The group operates more than 15,000 stores so managing such a quality stores is a big thing

On Aug.25.2010 at 05:00 AM

Edwin Auler’s comment is:

For as much attention as I’m sure this project received internally, I’m skeptical that there aren’t more important, more productive ways to improve the business.

On Aug.28.2010 at 02:20 AM

Mykalai Kontilai’s comment is:

carefour was able to succeed only due to customer satisfaction so if your product are according to the need and demand so you can survive in the market thats what carefour knows and is the leading player

On Sep.23.2010 at 04:34 AM

Find Senior Housing’s comment is:

Everything said and done, it looks completely outdated… or like a paint company. Not to mention that the ads make me uncomfortable. Oh, and the mark looks like an eyebrow ring.

On Sep.24.2010 at 09:31 AM

Mykalai Kontilai’s comment is:

Wow, I really wish this place would’ve just ditched the old logo completely from everywhere..

On Oct.05.2010 at 05:44 AM

Mykalai Kontilai’s comment is:

I have seen this logo pretty much all my life and it’s only a few years ago that I realized about the C… it’s reassuring that I’m not the only one for it…

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Marjorie Thompson’s comment is:

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On May.05.2011 at 05:35 AM