The new identity for the French company COMEPA, developed by Graphéine studio, has turned out to be unexpected and controversial. Known for high-tech products in medicine, railway, and aerospace industries, COMEPA chose to entirely rethink its visual identity, stepping away from strict corporate conventions toward a freer, more abstract style.
The previous logo was typical for industrial brands, featuring rigid sans-serif letters combined with an abstract symbol reminiscent of both a satellite and a medical instrument. It looked reliable but overly neutral, failing to help the brand stand out.
The updated COMEPA symbol feels fundamentally different. The logo now uses a soft, flowing typeface with letters joined into a continuous line, resembling a stream of energy. However, readability has become an issue: without knowing the company name beforehand, viewers might interpret various letter combinations. Some might read it as “Conepa,” others as “Covepa,” and only a closer look immediately reveals the original name.
At the core of the new graphic style is the concept of “technological flow,” suggesting a continuous process of innovation and engineering solutions. In some ways, the graphics resemble diagrams and circuits, creating associations with precision engineering and advanced technology that the company specializes in.
However, such boldness involves risks. In early sketches, the logo appeared differently: a stylish monogram “C” at the end emphasized the technological aspect of the brand. The designers concluded that the original, though less readable, stylized “m” deserved inclusion in the final version. This decision remains controversial but has already sparked lively discussions, which may have been the studio’s intention.
A compact emblem placed within a circle supplements the main logo, reminiscent of either a thermostat or medical instrument, both relatable to COMEPA’s activities. This symbol maintains brand recognition in smaller formats, such as app icons or product packaging.
The color palette has also changed. New shades are brighter and feel energetic, fresh, and lively, creating a positive contrast with the typically reserved corporate tones common in the industry. Typography was selected to be neutral and functional, intentionally not drawing attention away from the primary graphic elements.
Icons created within the new style support the overall theme of flow and connectivity, although somewhat inconsistently. Some symbols feature sharp angles and enclosed shapes, while others use rounded lines and open spaces. Nevertheless, the general character of the brand’s visual language remains clear and recognizable.
As a result of this update, COMEPA has gained an identity that clearly distinguishes it from competitors, despite eliciting mixed emotions. The logo may require some getting used to. Still, it certainly won’t go unnoticed, drawing attention with its unusual appearance and demonstrating that even companies with a serious engineering profile can afford to experiment.