Opinion BY Armin

Swiss Air Lines, Literally

Established in 2002, Swiss International Air Lines (or just SWISS for short) is the main carrier in and out of Switzerland serving 72 destinations in 39 countries with a small fleet of 89 aircrafts — compared to, say, the 200-plus destinations and 700-plus aircrafts of Delta. Last week, SWISS announced a new identity design, and ad campaign, to be rolled out in October that will take over the identity created by Winkreative, dubbed the “cube”. Reportedly, the new work has been done by Publicis and Nose. A comprehensive press kit is available here.

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Opinion BY Armin

A to S is the New A to Z

Although strands of the company go back to 1996, Atos was first formed in 2000, the same year it became Atos Origin. This month, with the acquisition of Siemens IT Solutions and Services GmbH, the company is back to being known as Atos. With 78,500 employees in 42 countries Atos is an information technology services company — they also happen to be the worldwide Information Technology Partner for the Olympic Games, so they must know what they are doing. With the new name comes a new identity. According to a brand manual that got floated past me, the concept is credited to Atos Talents & Communications (fancy way of saying “in-house”) and Publicis’ Royalties. Atos has also introduced a couple of tag lines and mottos: “Your business technologists” as the descriptor, “Powering progress” as the signature, and “The power of to” also pops up here and there on their website.

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Opinion BY Armin

Smile, you are on the Yellow Pages

PagesJaunes (Yellow Pages) is, as you may have guessed, the Yellow Pages business directory in France. Owned by PagesJaunes Groupe, one of the largest advertising placement and managing companies in the world representing over 770,000 advertisers, PagesJaunes boasts 1 million printed directories across the country, 78 million hits per month on its website, and 4 million downloads of its mobile application. So: Big. Earlier this month PagesJaunes introduced a new identity designed by Publicis Royalties. Press release for our French readers here.

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