THE BRIEF

In light of the serious revelations regarding the actions of Abbé Pierre, the Fondation Abbé Pierre has made the decision to change its name—out of respect for the victims, its employees and volunteers, and those struggling with inadequate housing. This change is also essential to ensure the Fondation can continue its mission effectively. It was therefore urgent to rethink the brand in order to uphold the fight against substandard housing and rebuild trust, which had been damaged by its founder’s actions.

OUR RECOMMENDATION

A new name, a new identity, a new chapter—but always in service of the same mission: combating inadequate housing. The Fondation pour le Logement des Défavorisés (formerly Fondation Abbé Pierre) is unveiling its new logo, designed by Lonsdale.

Featuring an “indignation point“—an exclamation mark with a bold brushstroke effect inspired by street art—and a stylized house icon, the new visual identity fully embodies the Fondation’s mission: fighting housing insecurity and poverty. Alongside this transformation, the Fondation is introducing a new slogan:  “Un combat en héritage” (“the legacy of a fight”), a tribute to the historic call to action of winter 1954.

To ensure a smooth and effective transition to this new identity—especially in a context where donations have dropped by 30%—we chose to retain two key elements from the Fondation’s original branding:

• Its signature color, maintaining visual impact and continuity with the past, facilitating recognition and acceptance among all audiences.
• A symbolic graphic element, reinforcing the Fondation’s mission and making a lasting impression in this new expression of its identity.

The indignation point is a powerful asset, as it allows the brand to extend beyond the logo, creating a distinctive visual language and a cohesive design system. This symbol is designed for easy reproduction across various media, integrating key graphic elements such as the brushstroke effect, repeated housing motifs, and proprietary typography.

In a world saturated with information and competing voices, these design choices aim to help the Fondation pour le Logement des Défavorisés stand out and secure a lasting place in the public’s consciousness.