Vendee Globe - New image for Safran Sailing Team
by Soazig Guého on 11 Jul 2012
Safran Francois Van Malleghem
http://www.pixsail.com/
In preparation for the 2012 Vendée Globe, the monohull Safran is embracing a new persona and changing sails. Indeed, the Group is keen to improve the boat’s visibility during the race, as well as harmonise Safran Sailing Team’s various communication tools.
After reviewing the hull livery last year, this year Safran has opted to completely rethink the sail decoration with the help of designer Isabelle Keller*. Pascale Dubois, Information and Communications Manager for the Safran group, explains the ins and outs: 'We were keen to have increased brand and logo visibility on the boat. We’ve gone through this element in great depth so that at the race start, no matter what the weather, the visibility is optimum and the branding stands out on the media images.'
As Pascale Dubois explains, the boat’s original colours of grey/orange aren’t altering, but there is now greater emphasis on the orange: 'The grey is representative of the Group’s technological image. The colour orange meantime conjures up images, which are more to do with competition and adventure. We wanted to emphasise this colour, notably on the logo, to give the whole thing more of a boost, more energy.'
Isabelle Keller had to implement these changes with respect to the constraints tied in with the sail materials themselves, which differ according to whether it’s an upwind or a downwind sail. The designer also had to contend with the branding imposed by the race sponsors and the constraints associated with the marine environment. Finally, it was necessary to take into account the weight of the paint. Indeed the constant battle to save weight is essential to optimising the boat’s performance.
'You can’t really tell from the outside, but it’s quite complicated to take into account all these parameters whilst optimising the positioning of the branding: you have to work with the sails, the designer, Marc Guillemot and his team and encourage communication between all these people. Obviously all that has to done with an eye on performance and aesthetics. Equally it shouldn’t be forgotten that this new branding has to be translated across to the sailors’ clothing, the Group’s promotional material, the website and various leaflets… in a word, everything that forms part of the communications platform for the marine sponsorship project.'
*
In addition to her work on Safran, Isabelle Keller has notably designed the décor on the IMOCAs Groupe Bel and Safran website
If you want to link to this article then please use this URL: www.sail-world.com/99543
