Klépierre is a French company that invests in commercial real estate, including shopping centres and office space. Yesterday, January 24, it announced a new corporate identity, created with Interbrand Paris.
The exercise brings all fully owned companies in the concern under the Klépierre name, most notably the shopping centre division that until now has been known as Ségécé. The new icon is a "highly architectural" K.
"Embodying both a legal identity that is grounded in the real estate business and a bold new image that is turned toward the future, the new logo capitalizes on the highly architectural letter K, as in Klépierre, evoking a set of building blocks and symbolizing movement toward the future, innovation and performance. Klépierre is a connected brand, plugged into the times, as illustrated by the plug shape, which underscores its role as a catalyst in the encounter between retail brands and consumers.
The color code expresses Klépierre’s dual allegiance to the real estate and retail worlds: a brand that deploys its retail expertise to create, manage and develop attractive spaces, a luminous logo that highlights the emotional component of shopping and the particularly attentive focus on the consumers’ experience.
The rollout of Klépierre’s new image is also built on an operational promise – “we make it better every day” – which serves as a strong motivational driver for the Group’s teams. The challenges underlying this promise include keeping the retail mix relevant; improving the customer experience, in part through the use of digital technology; and developing both specialty leasing and partnerships with retail brands." – Press release
Press release (archive)