Pope and Wainwright Drive Internal Change for De Beers Group with New Corporate Identity

Pope + Wainwright Drive Internal Change for De Beers Group with New Corporate Identity

Pope + Wainwright has been working with De Beers Group to design its new corporate identity and encourage over 20,000 employees from five continents to see and understand the group in its entirety. In March 2017, The De Beers Group of Companies successfully concluded the purchase of LVMH. This strategic acquisition drove the need to re-evaluate the group identity in order to fully integrate De Beers Jewellers into the group brand and to sit alongside Forevermark; the group's premium global diamond brand.

The new corporate identity had to work across the entire pipeline of the group from one extreme of exploration and mining, right the way through to sorting, sales and luxury retail. Pope + Wainwright helped facilitate conversations between senior stakeholders across the group, culminating in their decision to change the name from The De Beers Group of Companies to De Beers Group. This seemingly small change has had a hugely positive influence on unifying the business as one - to no longer be perceived internally or externally as individual and separate companies.

This was a significant internal change for De Beers Group, bringing the challenge of encouraging over 20,000 employees from five continents to see and understand the group in its entirety. Highlighting the group's stories across the pipeline became essential for communicating a purpose and direction for employees to understand and rally behind.

Pope + Wainwright developed the concept of building on 'Forever' to underpin the idea behind the group's brand and business. De Beers Group has always believed that 'A Diamond is Forever' since introducing the iconic tagline in 1948 and it is 'Forever' that is the most important part of this sentiment; from turning diamond dreams into a lasting reality, to leaving a positive and lasting legacy in communities long after their mines close. This is ultimately the group's USP and what sets the brand apart from their competitors - as De Beers Group is the only brand that owns an entire pipeline. This allows them to communicate with complete transparency and translate their internal story into their external voice.

Pope + Wainwright worked across all touchpoints for the new corporate identity, including the logo, typeface, colors, graphic and digital guidelines, environments and a brand film. The abbreviated logo mark is encapsulated in a roundel, symbolising a group, totality and forever. In addition, the Futura Std typeface was purposely selected, having strong geometric forms, near perfect circles and has an appearance of efficiency and forwardness.

Pope + Wainwright has also overseen other projects for De Beers Group with their internal teams and external suppliers. The consultancy acted as facilitators to help articulate the brand strategy and story, briefing agencies for internal and external publications and the group website.

Images: Courtesy of Pope + Wainwright