Brico Dépôt is a French home improvement and building materials retail chain, created in 1993 and operated as a subsidiary of the British Kingfisher group, which also owns Castorama and Screwfix [1]. The brand’s visual identity has long been built around a simple two-color wordmark that reflects its “dépôt” (warehouse) concept, focused on low prices and a stripped-down, no-frills retail format.
Design and History
The Brico Dépôt logo is a stacked wordmark in which “BRICO” appears above “DEPÔT” inside a red rectangle, with the word “DEPÔT” placed in a black rectangle below [2]. The brand’s dominant colors are red and black [3]. The first Brico Dépôt store, opened in Reims on October 6, 1993, was described as a “red and black” home improvement store, establishing the color scheme from the outset [3].
In March 2016, Brico Dépôt launched its first television advertising campaign. As part of this effort, the words “prix” (price) and “qualité” (quality) were added above the store’s logo, with the slogan “L’essentiel en 2 mots” (The essential in 2 words) placed below it [1]. The campaign was developed with the agency Les gros mots [1].
In early March 2023, to mark its 30th anniversary, Brico Dépôt unveiled a new brand platform and a new visual and sonic identity, developed with the advertising agency Australie.GAD [4]. The agency modernized the brand through new visual codes for digital and print applications [5]. The new platform was built around the slogan “Voyez plus grand avec nos prix dépôt” (See bigger with our depot prices), reaffirming the chain’s “New Low Cost” positioning [4]. A trademark for “BRICO DEPÔT VOYEZ PLUS GRAND AVEC NOS PRIX DEPÔT” was filed with the French intellectual property office (INPI) in early 2023 [6].
Meaning and Symbolism
The red and black color scheme has been a defining element of Brico Dépôt’s identity since the opening of its first store in 1993 [3]. The brand’s visual identity is closely tied to its low-cost, warehouse-style retail concept, which emphasizes a reduced assortment of around 10,000 references and a focus on essential building materials [3]. The 2023 rebranding was explicitly positioned as a confirmation of the chain’s “resolutely discount” DNA [7].
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
