The strategy behind COMET's rebranding
In recent years, rebranding has emerged as a powerful strategy enabling companies to bring themselves up to date, fully aligned with their development and totally consistent with their positioning and new offerings. In this context, rebranding is a natural and responsible response to these challenges.
One of the sought-after benefits of rebranding is to highlight the brand's current strengths and attract new customers, while setting it apart from its main competitors. It can contribute to the company's growth by strengthening its influence in a highly competitive market and stimulating attachment among its customers. What's more, maintaining consistency between message, image and customer experiences helps build a solid, recognizable brand identity, fostering trust and credibility with the target audience.
Comet, a leading office real estate company specializing in hospitality is celebrating its recent rebranding, and here's why:
After seven years of growth and expansion, the company, which promotes productive meetings in friendly, inspiring work environments, is taking a break and assessing itself: what do its customers appreciate most? After an in-depth study, it found that its customers love the company for its personalized approach and sense of service, embodied in a set of attentions that make them feel special.
This human character needed to be reflected in the brand. Consequently, the objective of its rebranding was to move from a functional brand to an affinity brand, with a warmer, more human identity, emphasizing collaboration. By moving from a functional to an affinity brand, the company seeks to create deeper emotional bonds with its customers, emphasizing the sense of belonging and camaraderie that customers feel when they experience Comet.
Thus, its shapes have undergone a radical change, bidding farewell to rigid forms and welcoming soft, rounded forms that reflect the closeness, comfort and benevolence that characterize the human experience in its spaces. In addition, the color yellow has taken center stage, reflecting the warm atmosphere in harmony with the natural light that illuminates its premises, expressing a more vitaminized and dynamic spirit.
Comet's rebranding was led by design agency Seenk, known for its campaigns for well-known brands such as Lacoste and BNP, in collaboration with the company's in-house teams. They retained the name "COMET", which reflects their collaborative essence, and the new logo combines "CO" and "MET" to symbolize the importance of collaboration in an inspiring and productive environment.
Comet's rebranding project goes beyond a simple aesthetic change; it's an opportunity to reflect the warm, welcoming and detail-oriented approach the company has cultivated throughout its growth and expansion. Comet seeks to encourage people to come together in bright, inspiring spaces where experiences are authentic and enriching. Inspired by the hospitality common in the hotel industry, the company aims to infuse the eyes it operates with a similarly welcoming atmosphere and a customer-centric approach. By integrating this sense of hospitality into its offerings, it strives to establish lasting relationships, fostering productivity and overall well-being in the workplace.
IN A FEW WORDS...
Comet, a leading office real estate company specializing in hospitality, renews its identity to highlight its commitment to collaboration and unique experiences. With seven years of expansion under its belt, it retains its name, the combination of "CO" and "MET" in its new logo to symbolize the importance of inspiring encounters. Yellow replaces cyan, conveying warmth and joy. The rounded typography reflects the human touch. More than just an aesthetic change, the rebranding aims to promote authentic, enriching meetings in bright spaces. Led by Seenk, the project involved all Comet's internal teams.
