Meet the New Charlie
Trinity evolved Pathé’s brand identity by leveraging the rich heritage and powerful associations of Charlie the Rooster. Once stiff and inactive, we developed two- and three-dimensional silhouettes of the beloved rooster that were full of character and expressive of the brand’s rich, distinctive personality. The new Charlie “system” has the flexibility to extend across multiple lines of business and a wide range of consumer touch points, including movie posters, advertising, animated trailers, marketing materials, online, theater signage and environments.
We retained the valuable Pathé Yellow as the iconic driving force in all brand communications but modernized the look and feel by simplifying the color palette to include only the Pathe yellow, black and shades of grey. We also introduced a distinctive friendly, hand-written typeface to complement the already bold Trade Gothic typeface in the brand’s toolkit. We further expressed and extended the new system through the introduction of soft forms and architectural elements born from the original Pathé Talk Bubble. Trinity also developed a new identity and communications for the new partnership entity between Pathe and Gaumont, Les Cinemas GaumontPathe. The program included the launch a new loyalty program, monthly theatre magazine and events promotional calendar.
To ensure a consistent, cohesive expression of the new system, Trinity launched pathebrand.com, an employee intranet site with brand assets and guidelines for all film and theater communications.