AG2R LA MONDIALE
12-06-2009
3 June sees the introduction of the strategic alliance between the French insurers AG2R and La Mondiale. This entirely French affair (the company hardly operates internationally) definitely has a Dutch flavour. The logo and the total visual styling were designed by Studio Dumbar in Rotterdam.
Studio Dumbar was chosen following a pitch which, at the end of 2008, resulted in a longlist of 14 European agencies. Studio Dumbar was the only remaining foreign agency in the final creative pitch, competing with three French agencies. AG2LR LA MONDIALE chose Studio Dumbar because of the strength of their design and the chemistry between them and the agency.
In France the new identity of AG2R LA MONDIALE is expected to have significant impact on the insurance market and even on the business sector. Whereas France has a rich tradition in the fields of fashion, industrial design (cars) and political/cultural graphic design, the business sector is sadly lagging when it comes to strong brands and visual identities. The differentiating strength of this corporate identity lies in the iconic strength and simplicity of the logo, the use of photography and the consistent, colourful implementation. It creates unity in the extensive product portfolio of AG2R LA MONDIALE.
Studio Dumbar has spent the last 6 months rebranding the company. The project includes the entire corporate identity: logo, internet, intranet, brand architecture, brochures, office signage, retail exterior, poster booths, motion graphics, up to merchandising. Some of the conversion, such as the restyling of the 120 agencies throughout France, will run on for the next six months or so.
One special element of this rebranding project was the complete styling of a Tour de France team that has AG2R LA MONDIALE as its main sponsor. The entire strip for the cyclists and all other visual elements of the team (team cars, coaches, motorcycles, sponsor hoarding, flags, bidons) were designed by Studio Dumbar. In this respect AG2R LA MONDIALE will again differentiate itself. The design deviates from the style of cyclists’ clothing usually seen in the peloton, which Studio Dumbar describes as ‘a Christmas tree full of logos, names and colours’.
