Skip to content


Production Type rejuvenated the emblematic wordmark of the worldwide retail distribution group Auchan.

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.
  • Agency


  • Art director

    Pierre Vanier

Subscribe to our newsletter and stay updated with our latest releases, discounts and news.

Useful type with an edge.

Useful type with an edge.

Production Type provide retail as well as dedicated creative services in typeface design for brands.

Based in Paris and Shanghai, Production Type is a digital type design agency. Its activities span from the exclusive online distribution of its retail type for design professionals, to the creation of custom typefaces for the industrial, luxury, and media sectors.
Enquire about custom fonts