Daher, Intelligence is not artificial
2016
Daher reasserts its industrial dominance on an international level.

Daher

Background

Daher was founded in 1863 and remains, even today, one of the jewels of French industry. Despite their lengthy operation in innovative sectors such as aeronautics and nuclear energy, the family-owned company have remained true to their roots and retained their humble nature. In 2014, the company assigned CBA to re-assert their brand amongst its competition with the ultimate goal of leading the field of Tier-1 suppliers to highly technological industries.

Approach

We decided that, to achieve this aim, the brand needed to showcase what Daher did well and to move away from the corporate approach it had gradually slipped into. Furthermore, we decided that we needed to be specific in our approach and confrontational of Daher’s brilliance. The company’s pioneering and innovative past was emphasised in accordance with a dynamic register of words such as ‘agility’, ‘intelligence’ and ‘creativity’. In accordance with this re-approach, we defined our perceptions in a short, succinct sentence: ‘Daher, shaping industrial intelligence’. This concept proved to fit so well with brand ideology that it was eventually chosen as the company’s worldwide tagline.

Creative Solutions

The logo typography that was eventually decided upon was pure and modern. It conveyed the image of a trusted, well-known and influential market leader. The counterpoint was simple and retains a symmetry that gives emphasis to the unquestionable technical excellence of the brand. The look of this new concept transcended many mediums, both for internal and advertisement purposes. To more adequately convey the transition between their past and present, we also created a short film that depicted Daher’s industry successes that simultaneously supported this re-branding announcement.

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