The mission of Colruyt Group is straightforward: to create sustainable added value through value-driven craftsmanship in retail. KAN developed a new logo and corporate identity programme that was to give a simple solution to this mission and the values of the group, internally and externally.
Colruyt Group unites the retail and non-food activities within the group. The most recognisable of its retail brands today are Colruyt, Spar, Okay, Dreambaby, Dreamland, Bioplanet and Collishop. Under non-food activities, there is Dats24, the unmanned petrol stations, and Symeta, the specialist in printing and document management. The Colruyt Group brand stands for the philosophy and values shared by these brands, and is the common DNA of the group.
Because Colruyt Group has sported for many years the same, orange diamond visual identity as the retail brand Colruyt, it was too closely associated with it and didnít have enough links with the other activities within the group. To allow Colruyt Group to act as the common denominator for all its activities, an outspoken, overarching identity that reflects the common values of the Group was needed.
The run-up to this project was meticulously prepared by the Colruyt Group corporate marketing team, who undertook a strategic study that resulted in a brand pyramid with a brand promise: simplicity (in retail). From here, KAN Design formulated a number of designs that gave shape to this identity. The result was a new group logo that was introduced in 2013. This major re-brand was also used to refine, to simplify and, where necessary, to refresh the entire brand architecture of the group, for example development of the corporate identity, endorsement of the retail brands, streamlining of the corporate brands, etc.
Through its brand identity, Colruyt Group wants to communicate its common values and principles within the organisation and to its stakeholders. To achieve this in a clear manner, and to support its internal communication department, Premedia, KAN has made available through Kadanza to the relevant stakeholders within the Group the basic elements of the new identity, as well as the brand architecture, the design charter and associated guidelines.
For a retailer, visibility in the streets is crucial. To ensure that Colruyt Group as the endorser brand Ė can play its role here too, KAN designed a uniform and modular internal and external signage system that creates a sense of belonging through its design.