New project, new visual identity
An anniversary, an increase in financial resources, a new project, and closer ties with Caisse des Dépôts: 2016 is a landmark year for AFD. It is stronger, more open, more responsive and is engaged in a major strategic turnaround. In December 2016, AFD is marking these developments by changing its visual identity.
Symbol of rings
These rings are the Sustainable Development Goals (SDGs), which set the direction for the projects led by AFD. Several rings rotate, veering slightly each time they turn. It is a logo in motion, a vibrant logo. Its shades illustrate both the transitions and transparency. “This logo expresses movement”, points out Rémy Rioux, Chief Executive Officer of AFD, “The transition from one state to another, the fact that nothing is set in stone, and that we can influence development pathways.”
Exchanges and partnerships
In this logo, two circles with two colors, with the same size and same intensity, blend together. They build together and exchange their experiences. These circles express AFD’s ambition to promote partnerships and exchanges. It is a unifying logo. While, in other times, AFD was part of a North-South relationship, this logo tells us that today, worlds overlap and become one.
Red of CDC alliance
Some of the basic features of AFD’s visual identity are still there: blue, white and red. But the red, with its slightly orange tint, is now that of the Caisse des Dépôts, and consequently symbolizes the newly signed strategic alliance between the two major French development institutions. “We are the operator for France’s development policy”, points out Rémy Rioux. “And tomorrow, even more so than yesterday, we are going to become far more rooted in France, to promote the expertise and experience of all the development actors in our country, and permeate our territories with the innovations and expectations seen in our countries of operation.”
Three letters and a motto
The three letters, A-F-D, are clearer and sharper. They are now the name and signature of Agence Française de Développement. Finally, the logo is completed with a new motto: “A Common World”. “The addition of this short phrase is a different way of expressing our project, of building up our economic theory, and stating our ambition. It marks the road which still lies ahead and the action that needs to be taken”, adds Rémy Rioux. “‘A common world’, it is not yet ‘a communal world’, but it is beginning to look like one!”