Plastic Omnium, the French automotive supplier founded in 1946 by Pierre Burelle, adopted a new corporate name, OPmobility, on March 27, 2024, to reflect its strategic shift toward sustainable and connected mobility. The company announced the change while explicitly stating it was keeping its distinctive logo, building on its roots to accelerate into the future.[1]
Design and History
The company’s iconic logo was created in 1966 by Raymond Loewy, the French-American industrial designer known for works including the Shell and Exxon marks. The company’s own history page records that Loewy, described as “the father of industrial design,” created Plastic Omnium’s iconic logo that year.[2]
When Plastic Omnium rebranded as OPmobility in 2024, the company kept its historic logo unchanged. The new wordmark was designed to incorporate the existing emblem, with the iconic Loewy-drawn symbol becoming an integral part of the new name.[3] The French business publication Lyon Décideurs reported that the group retained its historical logo, created in 1966 by Raymond Loewy, simply appending the term “mobility” to it.[4]
The official press release announcing the name change emphasized that the new visual identity “embodies the Group’s historical roots, its values and its drive for continuous growth,” while the company changed its name “while keeping its distinctive logo.”[5]
Meaning and Symbolism
According to the advertising agency TBWA\Corporate, which handled the rebranding campaign, the OPmobility wordmark forms a bridge between the group’s roots and its recent transformations. The agency described the Loewy-drawn emblem as now forming an integral part of the name, reaffirming the group’s positioning as a major player in mobility.[3]
The company’s official announcement stated that the new name “OPmobility expresses our ambition to play a key role in energy transition and the transformation of mobility.”[5]
Typography and Design
Documented details about the typography of the original 1966 Loewy mark are limited. The 2024 rebranding integrated the existing emblem into the new OPmobility wordmark, with the Loewy-drawn symbol becoming part of the name itself.[3] The company’s official communications confirmed that the logo itself was not redesigned during the name change, with the group keeping its distinctive logo intact.[5]
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