Edenred is taking its transformation to the next level, with a powerful and unifying brand that brings together 43 million employees, 750,000 companies and public institutions and 1.4 million affiliated merchants. Today, the 250 products and services developed by the Group, including its iconic Ticket Restaurant program, have been given a face lift and now share the same graphic standards.
The new identity is captured by the Group's signature "We connect, you win", which reflects Edenreds digitization, the networks it has built and the advantages it brings: greater purchasing power for employees, optimization of expenses for companies and more business for merchants. This far-reaching initiative is part of Edenreds Fast Forward strategic plan, which notably aims to digitize its offer across the board and give the Group a leading position in B2B2C.
Capitalizing on the red dot, which has been the company's signature mark since the launch of the Ticket Restaurant program in the 1960s, the Edenred logo embodies all of the attributes of the new brand: simple, dependable, digital, universal, daring and connected. Changed to a red circle, it features the name Edenred through its middle and is left open to the outside: to the Group's unique network, but most of all, to the employees, companies and merchants that use Edenred solutions. With its "red" suffix, the new logo echoes a color which has been a visual marker for the Group from day one, whilst making the brand even easier to read. A play on words (the word "red" meaning "network" in Spanish), it also refers to the different ecosystems that form the basis for the Group's products. The font's clean curves mark the smooth transition to new graphic standards at the meeting point between the worlds of B2B and B2C as the digitization of its offer sees the Group forge increasingly direct ties with the 43 million employees that use its solutions.
Edenreds graphic universe has been completely redesigned in line with the brand's new platform: creation of a "ribbon" that represents the ties developed by Edenred between its different audiences, use of vibrant colors, and reference images and symbols that are given center stage, as can be seen on the new edenred.com website.
In June 2017, the Group's 8,000 employees in 42 countries wear the colors of the new logo to celebrate the rebranding.