Havas
The evolution of an iconic brand.
With a global presence and 188-year history, Havas has established a reputation as one of the world’s leading communications groups. Whether a client’s looking for award-winning creative, media or brand experience, Havas is perfectly placed to advise and deliver.
Sitting at the intersection of creativity, entertainment and technology, Havas' ambition is clear: to be recognised as the world’s most meaningful communications group, with a strong emphasis on integration and collaboration. But its brand and brand architecture weren’t allowing it to deliver on this promise. Over time, the Havas brand had become fragmented and difficult to navigate: key points of differentiation, such as the Havas Village model and the link to parent company Vivendi, had become obscured by a proliferation of sub-brands and promotional initiatives.
In July 2022, Havas sought our help in clarifying its brand architecture, reinvigorating its visual identity and helping leverage the brand as the meaningful business asset it really is.
SERVICES:
Our work with Havas
01. Brand strategy
02. Architecture
03. Visual identity
04. Activation and guidelines
Our work with Havas began with a diagnosis. It was clear that rather than change the Havas positioning, purpose or vision, we needed to amplify these brand elements, along with the Havas name and Village philosophy. This would require a unified brand architecture that put the focus back on Havas, clarified the offer, better reflected the needs of clients, and offered a simplified and more integrated customer journey.
Our work with Havas
01. Brand strategy
02. Architecture
03. Visual identity
04. Activation and guidelines
After interviewing CMOs of some of the group’s biggest global clients, we clarified the architecture by adopting a client-centric approach and putting the emphasis on services rather than business divisions. Now, rather than being presented with a mix of divisions, networks and operating companies on Havas.com, clients can select from a range of services to connect with the partner they need.
The new brand architecture elevates and protects key brand differentiators, like the Havas Village. The Village embodies the Havas spirit of integration and togetherness by uniting its 72 offices or ‘Villages’ while offering flexibility to personalise by city or region and incorporate local character according to market context and influence.
Our work with Havas
01. Brand strategy
02. Architecture
03. Visual identity
04. Activation and guidelines
The refreshed Havas brand conveys positive movement and balances the premium quality and sophistication of the existing brand with a new sense of dynamism and modernity. To elevate the visual identity, we optimised the distinctive Havas red, created a new characterful logotype, introduced new supporting typefaces and revised the approach to graphic elements like photography and colour.
A 25-degree angle was introduced to signify positive momentum; the angle stems from the marque itself but runs into the wider design system to provide a robust and flexible framework for brand expression.
Our work with Havas
01. Brand strategy
02. Architecture
03. Visual identity
04. Activation and guidelines
The new brand was unveiled by Havas CEO Yannick Bolloré on 13 June 2023. It will be deployed globally over the next six months across all touchpoints and channels – from the global website and social channels to printed materials and Village environments. The brand evolution was supported by a comprehensive brand book and set of guidelines.
