A logo symbolising balance and growth for the Eurex group's new identity

In 2018 Graphéine supported Eurex in the evolution of its visual identity and brand signature. An update of its identity that embodies the evolution of Eurex and the group’s progress. With almost 60 years’ experience, Eurex is a growing accounting, consulting and auditing group. Its 800 employees support its 12,000 customers in France and abroad (Switzerland, Italy, Poland, Morocco and Tunisia) at every stage of their company’s development and in managing their business.

Since 2019, Eurex has been part of the international SFAI network. This alliance makes it possible to support customers as they set up and expand in more than 75 countries. The visual identity previously in place was outdated and suffered from consistency problems. It no longer reflected the dynamism of a modern, fast-growing company.

A new logo to strengthen the brand image of an international group

During our first meeting at the group’s head office, we quickly realised that two very different logos coexisted in Eurex’s communications. While the website and printed materials used the logo with the “Ex” monogram, the outdoor signage used a completely different logo with three green bars. The new logotype draws on the fundamentals of the brand: the name, colours and green bars have been retained. As such, it is perfectly in keeping with the history of the brand and reinvents its constituent elements to create a new symbol to embody the values of Eurex. The new, more evocative and distinctive emblem symbolises the letter E in Eurex, with a composition that both demonstrates the company’s expertise in the form of a diagram, and also conveys its human dimension through the rounded lines that draw a hand and a heart. This logo represents the balance and growth of Eurex.

A new signature for Eurex’s raison d’être

Until now, the brand signature was simply a listing of the services offered by the Group: ‘Accounting, Consulting, Auditing’. The new baseline ‘Make audacity your capital’ embodies the Group’s promise to support and believe in the talents of its clients. It is also available in English for international communication, an ambition that has taken shape with the integration of Eurex into the SFAI member network.

A new brand architecture to structure the Eurex Group’s service offering

The Eurex Group is now organised into a number of distinct business divisions to highlight the range of services it offers. The ‘Eurex Group’ logo is then divided into ‘daughter’ brands to embody the services. A specific colour distinguishes the logo and communication material for each service.

A graphic charter to ensure the visual consistency of the Eurex brand

The new logo has gradually been adopted by all the firms and used on the Group’s communication tools. The introduction of common signage was essential in order to enable all the group’s practices to come together under the same banner. We have developed building signage to help you find your way around, and signage to identify your practice. The new visual “brand” is an important vehicle for uniting the group’s teams around shared values. The new logo is therefore a central element of the Eurex group’s various incentive events.