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Consumer
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Transportation

 
Nothing has changed about the fact that people need to move. But what has changed is the industry that moves them. From aviation to ground transport of multiple kinds, the transportation industry is characterized by constant and often redirecting developments. Environmental issues, country-specific regulations, supplier competition and consumer trends continually shape a complex communications landscape.

Our professionals understand and address the needs of our numerous transportation clients. In a market under intense pressure to drive its publics into the future - whether by bus, subway, train, boat, car or plane - we help our clients address a web of stakeholders. From public affairs to investor relations, we at Publicis Consultants | provide expert services for clients on the go.


Client: SNCF
Agency: Carré Noir (Paris)

+ Issue
As France's official rail transportation provider, the SNCF is well-known by citizens both in France and Europe. In an industry that is constantly moving forward, the company needed to communicate to the general public that it was evolving with the times and preparing for European competition. Publicis Consultants | mobilized Carré Noir in Paris, our specialized branding and design agency, to create a new and modern identity for the fast-paced company.

+ Strategic Idea
SNCF had a strong image that stood for solidity, reliability and a high technical level. But the image suffered from a kind of obsolescence. Our professionals at Carré Noir set out to reaffirm the company's strengths and communicate its key qualities: pioneer spirit, leadership, mobility, sense of sharing, feeling of belonging.

+ Implementation
The design team created a new logotype with a more modern typography, including two distinct variations of red "Carmillon" and "Vermin." The logo plays on shapes that allude to the train industry and create motion with a linear but striking dynamic. Carré Noir's partner Sixième Son also created a new sonic identity and revamped the SNCF web site.

+ Results
SNCF's new sonic identity can be heard in train stations across the country, and the new visual identity carries with it the company's up-to-date image and attitude: creative, innovative, and connected to its customers. Consumer tests showed of high level of impact and the campaign continues its success throughout Europe.