Aktuel

Since 1988, Aktuel has established itself as a key player in the rental of furniture, tableware and food equipment for events. The figures: 140 employees, 3 locations, 20,000m² of stock, 60 delivery vehicles, and countless equipped events, from corporate conventions to major trade shows and sporting events. But above all, Aktuel rightly boasts, beyond its logistician’s trade, a human approach, simple and pragmatic, praised by all its customers for 30 years. An “office” made up of solid, reliable and committed people, a pleasant working relationship, and consistently successful projects.

We worked on the strategic repositioning of the group, in conjunction with the HDO agency in Marseille, resulting in a new signature – Comptoir des bons espaces – and a graphic translation through a new visual identity.
Our design work revolved around two ideas: to speak to the historic profession of space planner, while developing the new strategic vision established during the positioning work. Three major elements make up the graphic identity: a grid, a dedicated typography and a set of shapes. The new logo, a typogram designed for the brand, is solid and stable, with a complete new titling font that forms the typographic backbone of the new branding. A colorful pattern, infinitely variable, is grafted onto this typographic base.
From stationery to merchandising, from a fleet of trucks to the application of the new identity on the brand’s stand at Heavent 2018, where the new branding was inaugurated, we developed a rich, flexible system that encapsulates both rigor and empathy, and sets a distinctive style in the world of events.

Photo credits: Justine Delpy and Maki Manoukian