Netatmo Rebranding
A new logo to assert Netatmo within the Legrand group.
At a glance
- Context
- Netatmo acquired by Legrand (2018)
- My role
- Lead Creative Designer: initiated the project (unprompted), led the creative work, presented to the executives, steered the rollout
- Team
- 6 people managed (4 graphic designers, 2 interns)
- Year
- 2018-2019
5
months
100+
assets
10+
products
6+
languages
15+
countries
Netatmo at a glance
Netatmo designs connected devices for the home. In 2019 they fell into 4 families: heating, security, air quality and weather. With the new products, they are now grouped into 3 worlds: security, comfort and energy.
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2011
Netatmo is founded
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2012
The smart weather station, its first flagship product
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2015
The first indoor security camera
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2018
Netatmo joins the Legrand group
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2019
The new identity
01 · The starting point
In 2018, Netatmo was acquired by Legrand. To make the most of the acquisition and reassure customers, the two logos had to be paired more systematically: “Netatmo” and “a brand of Legrand”. But the Netatmo logo lacked visual impact and legibility depending on the medium, especially next to the strong recognition of the Legrand logo. So I proposed creating a new logo: stronger, more distinctive, able to assert Netatmo within the group.
02 · The process
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Pitch
Present the project to management, validate the need and the schedule.
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Understand
Interviews with different teams, input from marketing and R&D product managers.
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Create
Workshops with my team.
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Present
At each major stage, three directions presented to the CEO and VPs.
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Refine
Iterations up to the final choice, with the Lead UI/UX designer and an agency for the brand book.
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Roll out
Launch of the new identity, early 2019.
03 · The chosen direction
After many rounds with the CEO and VPs, the most legible direction was chosen: a bold “netatmo” wordmark, paired with a symbol, the house, able to stand on its own. That symbol opened up many variations, down to the app icons and sub-brands.
04 · The system
The symbol
The cube, in isometric perspective, evokes design, simplicity and the complementarity of the range. It includes the shape of a house, a nod to the home, and the “N” of the brand name, which signs the whole.
Before / after
After a purely typographic period, the logo regains a symbol, reinterpreted in a more abstract and contemporary way: a strong typographic presence, paired with a graphic sign to strengthen recognition and legibility.
Typography and colours
The logo's clean, rounded lettering was drawn to accompany the symbol; IBM Plex carries the headlines. Orange evokes warmth, energy and the home; blue, its complementary colour, embodies technology and reliability.
Iconography
An icon set drawn on a shared construction grid, for consistent iconography across every touchpoint.
05 · The rollout
At the end of August 2018, the final direction was approved in a presentation to Legrand's CEO. Four to five months later, in January 2019, the new identity was announced at CES in Las Vegas. In between, over a hundred assets to update for a small team: packaging for around ten products, each in at least 3 language versions, in-store displays, the website, Amazon and other e-tailers, email and presentation templates, stationery, and ongoing digital campaigns. In at least 6 languages, for over 15 countries.
The hardest part: prioritising
Each item was ranked by importance, production time and lead times to stores and logistics partners, especially packaging and products bearing the new logo. All without stopping day-to-day work: promotions and ongoing needs.
Rollout markets
- France
- United Kingdom
- Germany
- Italy
- Spain
- Netherlands
- Belgium
- Nordic countries
- Czech Republic
06 · An identity that keeps evolving
An identity doesn't stop at its launch. Since 2019, I've kept it evolving so it stays in step with its time and with the brand's ambitions. Its most visible evolution: the segmentation of the offer into three ranges, in 2025, built on the foundations laid in 2019.
In between, no break. The identity evolved step by step: refined secondary colours, layouts, illustrative elements, art direction for photos and videos. And the logo is still in place in 2026, whereas previous ones usually lasted two years.
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2018
The starting point
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2019
The new identity (CES Las Vegas)
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2019 → 2025
Continuous evolution
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2025
Three ranges, one brand
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2026
The logo is still there
What happened next
Netatmo Segmentation: three ranges, one brand
How the system created in 2019 made it possible to differentiate three ranges without creating three brands.
What I take away
I'm proud to have started this project on my own initiative: nobody asked me to, and I carried it from start to finish.
Seven years later, the logo is still in place, whereas previous ones usually lasted two years.
I learned to take on a large-scale project, to defend it in front of top management, and to measure what a change of identity involves: updating everything, in over fifteen countries, for more than ten products and across every channel.
Want to get in touch?
I'm looking for my next permanent role, and I'm also open to a fixed-term contract, an exciting project or a coffee to talk shop. Drop me a line!