Electricité de France (EDF) and Gaz de France (GDF) were the two national energy utilities of France, and for decades they shared a joint visual identity. The most significant design work for this shared identity came in the 1960s, when Swiss type designer Adrian Frutiger created a custom alphabet and logotype for the two companies.
Design and History
EDF was created in 1946, but no official logotype existed until 1958, when a stylized map of France crossed by a black lightning bolt appeared. The lightning bolt was used as a universal symbol of energy and electricity. Until 1967, regional units were given latitude to personalize the logo as they wished.[1]
In 1964, Frutiger designed the “Alphabet EDF-GDF” for the two companies.[2] According to Frutiger’s own account, the project began at the start of the 1960s when the French energy supplier asked him to solve a typographic problem. He picked up an already existing letterform with rounded angles and developed from it the EDF-GDF logotype, with the two monograms positioned vertically one above the other.[3] The alphabet was released as a transfer letter set (Anreibesatz) by Esselte Letraset Ltd.[2]
In 1967, EDF officially changed its logotype. A new typography was launched by Frutiger, while Italian designer Giulio Confalonieri modified the lightning bolt. The goal was to give a modern image of the company, closer to the public.[1]
Gaz de France’s logo, which had accompanied the company since 1946, saw its last adaptation in 1987. In November 2002, Gaz de France adopted a new visual identity to support its brand strategy and international development as European energy markets opened up. The company chose to keep its name, which represented a label of know-how and excellence for customers. The logo of EDF GDF Services, the joint distribution arm of EDF and Gaz de France, remained unchanged at that time.[4]
EDF itself changed its logo only four times between 1947 and 2005: in 1947, 1967, 1987 and 2005.[5] The 1987 redesign abandoned the lightning bolt symbol, which had become too associated with the idea of danger, and introduced a deep blue vertical cartouche crossed by a red line.[1]
Meaning and Symbolism
The 1958 EDF logo used a lightning bolt as a universal symbol of energy and electricity. In the 1967 redesign, Confalonieri modified the lightning bolt to give the company a modern image closer to the public.[1]
In the 1987 EDF redesign, the choice of intense blue with a red accent was the result of in-depth research. Tests at the time showed that blue was unanimously recognized as EDF’s color, but it needed more brilliance and character. The red note added warmth and dynamism to the cold universe of blue. The lightning bolt was abandoned because it was too associated with danger.[1]
Typography and Design
Frutiger’s Alphabet EDF-GDF was designed in 1964 and used for the EDF-GDF logotype with the two monograms stacked vertically.[3] The design was based on an existing letterform with rounded angles.[3] Frutiger also created full-length company name wordmarks alongside the monograms.[6]
In 1967, EDF launched a new typography by Frutiger, while Confalonieri modified the lightning bolt.[1]
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