Challenge
Capgemini had evolved into one of the world’s leading technology and consulting organizations. But its brand did not reflect the impact of its work for businesses today, or the passion and energy of its people. Additionally, its brand architecture had become increasingly complex over time, with more than 50 brands across the portfolio creating confusion for clients and diluting the strength of the Capgemini name. New CEO Paul Hermelin wanted to signal a new chapter for the company.
Brandpie partnered with Capgemini to lead a multi-phase transformation that simplified the portfolio, strengthened the Masterbrand, and created a clearer platform for growth.
Idea
Simplifying complexity at enterprise scale.
The first challenge was strategic: simplifying a large and fragmented portfolio built over decades of growth.
Working closely with leadership, we developed a clearer brand architecture that strengthens the Capgemini Masterbrand while reducing complexity across the organization. This included:
• Simplifying a portfolio of more than 50 brands.
• Repositioning and renaming Capgemini Consulting as Capgemini Invent.
• Refreshing the Sogeti brand to create stronger alignment with the group.
• Creating a scalable architecture that supported future growth and innovation.
We also gave technology a human touch and created a digital-first identity inspired by the handwriting of Capgemini’s founder, Serge Kampf. His signature became their signature and symbol of trust.
At launch, the new identity captured the imagination of Capgemini’s 160,000 employees who embraced its uniqueness and its endorsement of their founder’s legacy.
Impact
With Brandpie we have developed an identity that demonstrates the agility of Capgemini. In this age of digital interactions, handwriting our name emphasizes our humanity and that clients can trust us.
Virginie Regis Group Marketing & Communications Director
“His signature becomes our signature”
Over almost 50 years, Serge Kampf built Capgemini into a global player in technology services. He believed good business was built on the strength of personal relationships and a human touch. The wordmark is crafted from Serge Kampf’s own handwriting so that his signature has become the signature and promise of the business.
It’s a powerful message of trust encapsulated in an identity, paying respect to the legacy of the founder and yet completely relevant in today’s uncertain business world. The new identity repositions Capgemini as a more contemporary, innovative, and future-focused business while retaining the equity that had been built over five decades.
“Everyone feels two inches taller”
Reaction to the new brand from Capgemini people at launch was phenomenal. the new identity was celebrated across the world during the launch and it has engendered a new sense of pride among the 160,000 people working for the business.
A multi-phase transformation
Coinciding with the Group’s 50th anniversary, this is the first overhaul of Capgemini’s brand identity since 2004. But the work extended beyond a single rebrand.
Over multiple phases of evolution, we helped Capgemini continuously align its brand with the changing needs of the business, ensuring the organization could keep pace with rapid advances in technology, shifting client expectations, and its growing portfolio of services.
The result is a stronger, more unified brand platform capable of supporting the next stage of growth. A unique brand in its sector, borne from its heritage but ahead of its time.
Ready to reposition your brand for what’s next?
If your business has evolved but your brand hasn’t, let’s talk about building a strategy that drives growth, differentiation, and long-term value.
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