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Objectif Zéro

Objectif Zéro

Center for expertise and advice
onlow-energy construction

From its previous name of PMP (Plateforme Maison Passive), the company entrusted the agency La Superboite with their global positioning and rebranding strategy. The creative team first defined the positioning strategy, then developed the name Objectif Zéro, more in line with the new strategy.

Year
2022

Mission
Rebranding

Branding

Context

La Superboite

Agency

Tools
Photoshop

Illustrator

InDesign

Brief and challenge

Previous logo of Objectif Zéro

Request: the logo should embody the company's values in a more modern way, that means ecology and the transition to
a low-energy future.

Challenge: break away from traditional ecological imagery to produce an impactful and original logotype.

01. LOGOTYPE

We need to show our commitment to a sustainable future, aiming to eliminate energy consumption.
The logo seems to fade as you read, thanks to the gradual refining of the fats. The j and z in the logo join to form a path towards a collective, sustainable goal.

Creative process

02. COLORS AND TYPOGRAPHY

In collaboration with one of my colleagues, we define the three main colors of the visual identity. We also opted for two sober, modern typographic families.

#1C1C1C
RGB : 028 028 028
CMYK : 0 0 0 89
ELEGANCE
SOBERTY
SERIOUS
#FFFFFF
RGB: 255 255 255
CMYK : 0 0 0 0
PURITY
MODERNITY
SIMPLICITY
#4B919D
RGB : 075 145 157
CMYK : 70 26 33 0
TRUST
STABILITY
CALM
#F1C75C
RGB : 241 199 092
CMYK : 7 22 72 0
POSITIVITY
ATTRACTIVITY
NEW
#A6B3AE
RGB : 166 179 174
CMYK : 38 19 29 0
RENEWAL
SUSTAINABILITY
NATURE
03. GRAPHIC SYSTEM

The upside-down "j" in the name is like a pathway to the "z". It provides a symbolic form for the brand. 

The gradient also conveys the message of Objectif Zéro, i.e. the notion of fading over time.

Graphic applications

Objectif Zéro
Parallax-Oz.png
IPAD.jpg
résultat_edited.jpg

Result

Objectif Zéro's new visual identity is unveiled at an event in Gembloux.

It is also updated on their social networks, where they now have several thousand subscribers, as well as on Linkedin and Facebook.


Subsequently, in collaboration with La Superboite, the webdesign agency Poush created the Objectif Zéro website, following the visual identity we had developed.

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