Valeo is a French automotive technology company headquartered in Paris, founded in 1923 as Société Anonyme Française du Ferodo (SAFF), a workshop near Paris that produced the first friction materials made in France [1]. The company adopted the name “Valeo” at its Annual Shareholders’ Meeting on May 28, 1980, to unite its various brands and teams under a single identity [1]. The name is a Latin expression meaning “I’m well,” drawn from Cicero’s letters: “Si vales, bene est: ego valeo” (“If you’re well, that’s good, then I too am well”) [2].
Design and History
In September 2004, Valeo unveiled a new logo to reflect the company’s dynamism, openness, innovation and growth [2]. The redesign removed the rectangle that had enclosed the Valeo name, a shape that suggested an engraved mechanical part [2]. The typography became upright and thick to express industrial know-how [2]. The green color, unusual in the automotive world, was retained because it emphasized the Group’s commitment to the environment [2].
The 2004 logotype was designed by Jean François Porchez in collaboration with Aaron Levin, creative director at Dragon Rouge Identity [3]. According to Porchez’s studio ZeCraft, the design kept the squarish shapes from the historical logotype but simplified the design and removed the slab serifs [4]. The “a” was redesigned based on italic forms, with the objective of adding energy and movement to the brand [4]. The symbol itself was a concept from the creative director [4].
Meaning and Symbolism
The two main characteristics of the 2004 logo are the green color (Pantone 375) and a new underscore with an ascending movement, which conveys an image of modernity, innovation and dynamism [5]. The underscore, described as steel gray/blue, simultaneously evokes both movement and precision [2]. The simple, clear, sloping typography expresses the Group’s dynamism and balance [2].
The green color (Pantone 375) and grey (Pantone 5415) are claimed in the company’s trademark registration [6].
Typography and Design
The 2004 logotype letterforms were designed by Jean François Porchez, though the typeface he designed for the project was not kept as the final logotype letterforms changed radically during the process [3]. At the end, some letterforms designed by Porchez remained in the final mark [3]. The design retained squarish shapes from the historical logotype while simplifying the overall form and removing slab serifs [4].
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