“Founded in 1923, Guillebert is today the market leader in pruning equipment and tools for professionals in France’s green spaces. With a catalog of more than 5000 references, Guillebert offers the best offer of gardening equipment for professionals in green spaces. A sales force composed of 20 field salespeople and a team of 5 people at the Customer Service allow to accompany professionals in their choice of professional tools and gardening equipment . With 90 years of field experience, Guillebert remains as close as possible to the quality and availability of its customers. Guillebert works with all professionals of the green spaces whatever their trade. Guillebert provides professional gardening tools for landscapers, rock climbers, communities, ESAT, golf courses and other professionals in the field of green spaces. Always close to the concerns of its customers, Guillebert displays its values in terms of nature choices. Guillebert uses recycled materials. Some products are selected by their high level of recyclability while others are derived from natural materials.” (Google-translated)
Brand Brothers (Paris and Toulouse, France)
The new logo is composed of a bespoke wordmark and a monogram ‘EG’, as a reminder of its founder, Eugène Guillebert. All the visual codes have been carefully redefined and recorded in the graphic manual and then applied to all of the brand’s media. We also worked on the artistic direction of the new photography, centered around authentic scenes and the customers-salesmen “couples”. On the basis of this universe, we also redesigned the general catalog, the essential tool of the Guillebert arsenal. A 400-page support, which required the design of more than 60 style sheets. The new visual codes are structured and modern, with subtle graphic details that ensures the brand a relevant and timeless base.
Images (opinion after)
In part due to the similar-looking name, the old logo makes me think of Gillette instantly. The wordmark was fine but somehow odd… like it wasn’t the right match between aesthetics and product. I’m not sure the new logo bridges that gap any better but perhaps it’s my lack of familiarity with the brand, feeling more corporate than consumer-driven and still lacking a connection with the products. The new “EG” monogram, for the founder’s name, is really hard to read as “EG”. I can definitely see the “G” but prior to reading the description I had no idea the second shape was an “E”, so unless people know the full founder’s name, the monogram is not very helpful. There is also something strange about the “G” becoming the “E”’s middle bar. The wordmark is confusing with slabs only on the “I”, art-deco-ish “B” but not the “E”s, rounded leg on the “R”… it’s too many distinctive traits that never repeat in any of the other letters. The red badge-like things are cool and I would love to see more of those in use. Icons are nice as well but why the angle? The catalogue cover is an improvement if you know what the brand is for, otherwise it looks like an annual report. The inside spreads look nice. Overall, all the elements are more or less okay but they don’t coalesce into something engaging or cohesive.