(Est. 1919) “Danone is a French multinational food-products corporation based in Paris. It has four business lines: Fresh Dairy products, Waters, Early Life Nutrition and Medical Nutrition. The company is listed on Euronext Paris and on the OTCQX market via an ADR (American Depository Receipt) program. Danone is present in over 130 markets and generated sales of €22.4 billion in 2015, with more than half in emerging countries.” (Wikipedia)
Conran Design Group (London, UK)
Conran was tasked with creating a more meaningful visual expression, one that better captures the emotional potential of the ‘child star’ graphic, while inviting consumers and stakeholders to engage with the new positioning. The creative solution is realised through a watercolour and hand-drawn treatment: embracing the earth, water and the planet as a whole and communicating a strong sense of humanity. The ‘child’ is now more lifelike, natural and expressive and has a stronger connection to the star, conveying a renewed optimism and aspiration for the future.
Images (opinion after)
I don’t know what it says about me being a loosely defined “identity expert” but I had no idea that the corporate Danone logo was a kid staring into a star. After that revelation took place, I was creeped out by the kid, with his (or hers if you assumed she had a pixie cut) fully dark eyes, and perplexed by the curvature of the star (i.e., it’s way too distorted). The wordmark was decently corporate but there was something off about the “O”. The new logo is a new execution of the same concept in, arguably, a more interesting way. The kid has been flipped because by now we all know living things have to be facing right in logos so as to convey looking forward and not backward — although the balance and tension in the old logo was much more interesting with the kid looking left. The kid has also been given an eyebrow, which is good because he doesn’t look like that dude from Powder anymore and it does make the drawing look more complete. The more pronounced smile is also nice as is the tighter crop on the face. The star is better distorted and feels more like it’s inside a sphere. The watercolor texture… sure, why not? It’s unnecessary but it looks pretty. The wordmark is now the consumer Danone wordmark which creates the link between corporation and brand. Overall, a decent improvement.