France’s Carrefour is the second largest retail company in the world. In addition to its unique sales concept, its trademark design is also remarkable.

The French word Carrefour has three meanings: crossroads, street; the meeting place of various influences, thoughts or opinions. A romantic Frenchman took a fancy to this word and took it as the name of the company. Obviously, named after the warehouse-style department store retail store, the meaning of Carrefour extends to a collection of various material goods. This exploration of word meaning embodies the concept of modern logistics, which is appropriate and unique, with cultural connotation and expanded tension.

Carrefour crossed the ocean and opened a store in China. As a result, we saw the Carrefour trademark entering thousands of households along with plastic bags. People wonder why the Carrefour logo is so weird: on the left is a red arrow with a tip pointing left, and on the right is it like a blue arrow pointing to the right? When I asked the Chinese employees in the store, some said it had a contradictory meaning, while others said it had a French pattern. Each had a different interpretation.

According to the general trademark design requirements, it should be concise, clear, and easy to understand. Is this trademark an exception?

After careful consideration, it turns out that the French have hidden secrets here.

In fact, this trademark represents the first capital letter C of Carrefour, which is set against the red and blue colors of the French flag. The upper and lower edges of the letter C are greatly expanded, making it blend into the background. This is the most ingenious move by a designer and the most successful part of the design. At the same time, it also leads many people who do not pay attention to trademarks into misunderstandings, causing people to see fragmented images and color blocks.

This trademark, a perfect French work of art and a representative French cultural symbol, spread like this.

Reference materials: /system/2001/10/30/000178069.shtml