b'Therst step was to review theGroupe Limagrain corporate identity current visual identity. ~ an overviewThe rst step was to review the current visual identity.Groupe Limagrain had recently undergone a corporate identity re-design. As Groupe Limagrain had recently undergoneThe business had been created from a numberpart of this programme Limagrain Crales Ingrdients had been given a new logo but there had been no review of the business units that came under the Limagrain Crales Ingrdients banner. Reviewing the corporate images a corporate identity re-design. As part of thisof independent companies, each with a distinctof these business units was to be the focus of the design review. The new Groupe Limagrain logo incorporated a graphical representation of a sower - a key image in the groups corporate image. programme Limagrain Crales Ingrdientsstyle with no corporate link to LCI or each other.Stage one, was to review the various logos and corporate publications used by the various business units. As can be seen by the examples illustrated on had been given a new logo but there had beenthe opposite page there was no co-ordination or corporate image strategy.Group Limagrain is the largest seed producer in Europe. The company is no review of Limagrain Crales IngrdientsGroupe Limagrain is the largest seed producerperceived as prestigious and professional. By following the design direction of its parent Limagrain Crales Ingrdients could benet from the positive attributes of the group.business units. Reviewing the corporate imagesin Europe. The company is perceived as of these business units was to be the focus of aprestigious and professional. By following design review.the design direction of its parent, Limagrain Crales Ingrdients could bene t from the The new Groupe Limagrain logo incorporatedpositive attributes of the group. Using the a graphical representation of a sower - a keysame approach, re-designing the business unitpage 6component in the groups corporate identity.logos would allow them to borrow the kudos This was to form a key part of LCIs new brandgenerated by their parent. They would be logos.perceived more like brands adding strength to the LCI corporate image.Stage one was to review the various logos and corporate publications used by the businessTherst set of designs for LCIs business units units. As can be seen by the examples, there wasused their existing corporate colours as a basis no design co-ordination or corporate identityfor their new logos. However over time the strategy between the three major business units,Groupe Limagrain logo and those of its member dafa, mct and fci. companies have been simpli ed and the business unit logos of LCI have followed this approach - changing in an ordered and organic way. This change has not been dramatic but has kept pace with design trends and applications. page 7The design of the Limagrain Crales Ingrdients brand logos has been considered a success and has been incorporated as a style guide for other group companies to follow when developing brand identities.page 10'