Aristu & Co

Esp

Carrefour Identity

Identity system for the visual communication of Carrefour. In applying its new corporate identity, the brand requested the creation of a system to organize all the information that a customer receives in their stores. After analyze its huge quantity, it was classified into two main groups: signage (information for orientation) and communication (commercial messages)

Signage

Because the high visual contamination in hypermarkets, we stablished a very essential graphic language and we developed a collection of pictograms based on the corporate typography

Communication

It was clarified with three codes or voices, depending on its content: Brand (messages with corporate values, in a photographic background), Store (messages helping in the buying experience, in a color background) and Product (messages about product characteristics, in a white background)

Application

In order to be easily adapted to different stores in different countries by different people, the system was regulated with a detailed manual of application

& Co

Strategy Alfil Negro, graphic design Adrián Pérez and Arantxa Reus and Oriol Pascual, photography Getty Images, client Paloma Pérez from Carrefour Spain and David Martin from Carrefour France

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