BusinessFrance, a globish name for France renewed global ambition

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What’s in a name? We’ll hear a lot about Business France in 2015, the new organization to turn France into a FDI Magnet – as it will launch its communication campaign « Creative France » to promote the ideas of entrepreneurship, innovation and creativity.

Such generic, global English, non-distinctive names work well in the digital era – with precautions. For example, search for ‘Business Sweden’, the brand of the Swedish Trade & Invest Council, and you’ll find it on Google page one. @BusinessSweden was launched exactly two years ago as the merger of the export promotion and investment promotion agencies.

How do you like Business France logos?

We’ve searched the INPI Trademark database to get a hint at the corporate identity of this new organization merging UbiFrance (1400 people) and AFII/InvestInFrance (150 people). As ‘Business France’ is not very distinctive, the logo is key to create the brand – and so far, there are five candidates. Which one to you like best?

The legal merger will be effective on 1st of January 2015.

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