Rexel is a French multinational distributor of electrical products, solutions and services for the industrial, commercial and residential markets, founded in 1967.[1] The company’s current logo pairs the wordmark “Rexel” with the tagline “A world of energy,” rendered in two different shades of blue.[2]
Design and History
The Rexel name dates to 1993, when the company, then known as CDME (Compagnie de Distribution de Matériel Électrique), merged with Groupelec Distribution and adopted the Rexel name.[1] In 2000, the company began gradually adopting the Rexel name across its foreign subsidiaries.[1]
A significant rebrand took effect in February 2019, when the Spanish subsidiary ABM Rexel became simply Rexel, adopting the group’s corporate identity in full.[3] The new logo was described as using two different shades of blue, underlined by the tagline “A world of energy.”[2] The tagline itself had been in use by the group since at least 2013, when “REXEL A WORLD OF ENERGY” was filed as a trademark.[4]
In a later brand refresh for Rexel France, the agency Lonsdale developed a renewed brand expression, introducing a modernized graphic territory with a vibrant color palette, proprietary typography and new iconography.[5] This work was deployed across Rexel France’s touchpoints, including a brand film, communication campaigns, a redesigned webshop and the Rexel Expo event.[5]
Meaning and Symbolism
Rexel’s tagline “A world of energy” reflects the company’s positioning as a distributor of electrical products and energy solutions.[6] The 2019 rebrand was framed by company leadership as a move toward a “model of proximity,” with the goal of being as close as possible to the customer.[2]
Typography and Design
Lonsdale’s brand refresh for Rexel France introduced a proprietary typography as part of the new visual identity.[5] The current Rexel logo uses two shades of blue, with the brand color #2B96CF (Curious Blue) documented among the company’s palette.[7]
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