A European pride, best in class world leader in the aerospace industry, Airbus Safran Launchers has the best track record of successful launches in the world through its famous Ariane launchers and its child brand Arianespace. In 2017, ASL shifted from its original name to become ArianeGroup. A powerful name filled with historical success turned towards a bright future with its current Ariane V and Ariane VI set to launch in 2020. The typeface was designed with the use of both lower case and capitals. The idea was to create an rising alphabet, letters that would go towards the stars, with no letters descending lower than the horizon, therefore no letters go below the baseline. The typeface is powerful yet in proximity as many lower cases are used.
With the new name change in an ever increasing competitive industry, ArianeGroup turned to Carré Noir’s branding expertise to better convey their innovative state of mind and leading position departing from a more scientific and engineering heritage towards a more human feel with more aspiration. Carré Noir designed a symbol translating ArianeGroup’s moto “space enablers”, a symbol with Earth at its center with the use of negative space showing The launcher, a satellite rotating around Earth, and a double ellispe for motion and end benefit returning to earth for humans, in a dynamic move turned towards tomorrow.