For the first time in 30 years, Auchan, one of the world's leading retail distribution groups, went through an overhaul of its logotype. Production Type was in charge of the type design, under a commission of Tomate & Risson design agency.
The design objectives consisted in modernizing this famous logotype that affects many, by relying on two core components: a colors scheme and a bird nested in the uppercase A. The new design of the robin (simpler, rounder, and sturdier) was paired with the creation of a new specific typeface design by Production Type. The necessary characters for the logotype were drawn for the various languages and scripts used by Auchan across the globe.