Edenred is a French-based global payments and benefits platform, best known for its Ticket Restaurant meal voucher program. The company’s current visual identity dates from a major global rebranding unveiled on June 14, 2017, when all of the group’s 250 products and services were unified under the single Edenred brand across 42 countries.[1]
Design and History
The 2017 rebranding was carried out with the assistance of the Royalties agency, which designed Edenred’s new logo and visual identity and participated in creating the brand platform.[1][2] The project was a collaborative effort, involving more than 200 Edenred employees from around the world in the creation process over the preceding year.[1]
The new logo capitalizes on the red dot that had been the company’s signature mark since the launch of the Ticket Restaurant program in the 1960s. That dot was transformed into a red circle featuring the name Edenred through its middle, left open to the outside.[1] The open design was intended to represent the Group’s unique network, and above all, the employees, companies and merchants that use Edenred solutions.[1]
The rebranding was part of Edenred’s Fast Forward strategic plan, which aimed to digitize the group’s offer across the board and position it in the B2B2C space.[1] The new identity was accompanied by the group signature “We connect, you win,” reflecting Edenred’s digitization and the networks it had built.[1]
Meaning and Symbolism
According to Edenred’s official press materials, the logo embodies the attributes of the new brand: simple, dependable, digital, universal, daring and connected.[1] The “red” suffix in the brand name serves a dual purpose: it echoes the red color that has been a visual marker for the group since its origins, and it functions as a play on words, since “red” means “network” in Spanish, referring to the different ecosystems that form the basis for the group’s products.[1]
The red circle itself is described as a symbol of the group since the launch of Ticket Restaurant in the 1960s, standing for the brand’s qualities of simplicity, trust, digital focus, universality, freshness and connectivity.[3]
Typography and Design
The logo was designed in a monogram format, which Edenred describes as a symbol of the federating effect of its mobile apps.[1] The font’s clean curves were intended to mark the smooth transition to new graphic standards at the meeting point between the worlds of B2B and B2C, as the group’s digitization forged increasingly direct ties with the employees using its solutions.[1]
Beyond the logo itself, Edenred’s graphic universe was completely redesigned in line with the new brand platform. A “ribbon” element was introduced to represent the ties developed by Edenred between its different audiences, along with vibrant colors and reference images and symbols given center stage.[1]
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