Category A02. Rebrand / Refresh of an existing Brand
Idea Creation CARRE NOIR Paris, FRANCE
Production CARRE NOIR Paris, FRANCE
Post Production CARRE NOIR Paris, FRANCE
Name Company Position
Reza Bassiri Carré Noir Chief Creative Director
Grégoire Betoulaud Carré Noir Creative Director
Matthieu Canivet Carré Noir Creative Director


In 2021, Total becomes TotalEnergies, a multi-energy company, to enable energy transformation, accelerate the energy transition and achieve carbon neutrality by 2050. That is the purpose of our transformation: a new name, a new identity, a new brand and a new positioning to reflect our new ambition. Our challenge is to make this transformation visible from the outset, understandable and credible to engage all our audiences for the benefit of all. The challenge is to do this in 3 months, once the decision has been taken on March 9, 2021, to reveal this new identity on May 28, 2021, and to deploy it in 108 countries, for 130,000 employees, on 250 sites, 16,000 service stations, 195 websites, and 300 social network accounts…

Describe the creative idea (40% of vote)

The logo is a "journey" that takes shape before our eyes, The line is in motion. It draws a transformative, chronological journey that starts from our origin, Total, and leads us through the plurality of energies to the new TotalEnergies brand. This "energy journey" is also a chromatic path. It takes us from one energy to another, from one color to another. The progression is made by adding, merging, and revealing new colors. The origin is red, the historical color of the brand. It is the starting point of a transformation that advances by chromatic transitions, from red-oil to yellow-solar through the blue of gas. This energy journey takes us through all the colors, of all the energies and the solar-yellow is its arrival point.

Describe the execution (40% of vote)

The typography draws an unbreakable TotalEnergies. It is a single name for all energies and a single word to tell that the future of energy will be in the plural of energies. TotalEnergies is a "T" and an "E" that emerge in capital letters and draw a sign. It summarizes the journey from the original "T" to the "E" of electricity, the "E" of energy, and all the energies of the future. The identity of the brand is a storytelling and therefore its communication is identity-based (media and digital communication). Identity is an experience, which is why it also defines the event staging, the employee journey...

List the results (20% of vote)

A very noticeable renaissance with significant media and social media coverage. • A plebiscite from the shareholders at the general meeting: 98% of votes. • A high level of internal engagement with KPIs above historical scores: up to 62%% email click rate (vs a standard of 14%), record participation on Yammer with 18,000 active employees. • An identity and communication very positively received, with scores that exceed standards: awareness has risen rapidly in all countries, reaching 33% in three months in France and surpassing that of Total in India, likeability (75% vs. a standard of 59%), understanding (81%), and differentiation (71% vs. a standard of 59%) • A brand that is gaining in attraction. o A rising share since June 2021 (+14%) o An outperformance on the most reluctant target of 18-34 yo (likeability, image items, differentiation, and trust)