Resolute Forest Products Design & Branding IDENTITY by Cossette Montreal


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Industry Raw Materials & Minerals
Media Design & Branding
Market Canada
Agency Cossette Montreal
Creative Director Barbara Jacques
Art Director Isabelle Allard, Louis Chapdelaine
Released November 2011

Credits & Description

Category: Design Typography
Advertiser: RESOLUTE
Account Manager: Jean Vachon (Cossette)
Typography: Isabelle Allard (Cossette)
Co-Chief Creative Officer: Antoine Bécotte (Cossette)
Creative Director: Barbara Jacques (Cossette)
Art Director: Isabelle Allard (Cossette)
Art Director: Louis Chapdelaine (Cossette)
Media placement: X - X - X

Describe the brief from the client
Canadian company Resolute Forest Products, formerly AbitibiBowater, launched its new name and identity. The branding had to represent Resolute as a global leader in the industry and reinforce its position as a competitive environmental supplier of choice.

Describe the challenges and key objectives
Resolute has undergone a transformation. It has a leaner financial structure, a more flexible, lower-cost operation and a more diverse product range - all of which had to be reflected in the new brand identity. The company also knew it had to appeal to a new generation of employees and partners who are not all necessarily aware of the transformative changes taking place within the forest products industry.

Describe how you arrived at the final design
R is for resources, respect, results and resolute. The construction of the multifaceted logo, emphasising the colour green, calls to mind the forest, but also reflects the company's commitment to building a sustainable, modern, dynamic business. To further enhance this idea, original typography was created for Resolute. This new font, inspired by the logo, was composed of wood - their main resource and raw material of all their products.

Give some indication of how successful the outcome was in the market
“The launch of our new identity, Resolute Forest Products, underscores our forward momentum”, stated Richard Garneau, President and Chief Executive Officer. “Our 10,000 employees are united and ready to deliver on Resolute’s vision of continued sustainability and profitability.”