Limagrain Céréales Ingrédients (now known as Limagrain Ingrédients) is part of Groupe Limagrain, and is based in Clermont Ferrand, France. They use grains and cereals to design safe and natural ingredients with unique properties, working with major players in agrifood, pet food and animal nutrition.
I was commissioned to audit the design of LCI’s publications and suggest recommendations for improvement and rationalization. The aim was to increase the impact of LCI in the market place.
The outcome of this review was a recommendation that the existing brand logos should be redesigned to adopt the group’s corporate style. (The corporate identity had been restyled by French Agency JAPA. Their redesign had addressed the parent company Groupe Limagrain and each of its subsidiaries but not brands within each operational group.)
The new Groupe Limagrain logo incorporated a graphical representation of a sower - a key component in the group’s corporate identity. This was to form a key part of LCI’s new brand logos.
Stage one was to review the various logos and corporate publications used by the business units. As can be seen by the examples, there was no design co-ordination or corporate identity strategy between the three major business units, dafa, mct and fci.
Exploring the possibility of the newly created group design as a basis for brand identities, each brand design was taken to its logical conclusion.
Initially logos were developed to work in both monochrome and colour. The choice of colour was derived from the original colours of the logo before the redesign.
All corporate identities grow and change, LCI’s was no exception. Over a period of two years the logo had been refined to a stage where it is used in a single colour. As new "business units" have been added to the company the development of their branding has followed the same route as dafa. The original brands are no longer used.
