Comet unveils the brand identity redesign entrusted to Paris agency SEENK, confirming its repositioning from real estate towards hospitality.
To stay true to its mission, bringing professionals together in a world that pulls them apart, Comet is unveiling the redesign of its brand identity, entrusted to Paris agency SEENK. The new identity supports the repositioning of the brand.
Comet started out renting meeting spaces, but its offer is far broader today. With this new identity, Comet leaves behind the colder, more status-driven codes of real estate and embraces those of hospitality: warmer, more human and, above all, aligned with its deepest DNA. That shift becomes a point of difference against the competition.
Comet is now the only French player to combine its own venues dedicated to corporate meetings and events with hybrid workplace expertise offered to organisations that entrust it with their own spaces.
The reveal of this new brand identity coincides with the publication of the Comet 2023 study on the social and collaborative role of work, carried out by YouGov.
The study highlights the impact of hybrid work on the social and collaborative dimension of working life. It points in particular to a rebalancing between remote work and office presence, with the office making a strong comeback as the key place for professional socialising: 43% of the French employees surveyed say they go there specifically to meet their colleagues.
In that context, Comet's expertise in work organisation and workplace design becomes an asset, because the company understands the mechanics of the shift to hybrid work, itself a genuine answer to what employees and employers expect. Comet invites them to gather in an environment that breaks the classic codes of offices and meeting rooms: collaborative spaces where clients come to move their projects forward and step out of their routine for a day, or where they settle their teams so they can benefit from Comet's support and its all-inclusive approach.
New name, new logo
The word Meetings disappears from the original name “Comet Meetings”: Comet Meetings becomes one offer among three, and simplicity wins out as the company becomes Comet, with CO standing for COllaborative and MET recalling the original MEETings. Through this brand identity work, Comet asserts its purpose: bringing people together in a world that pulls them apart. An expert in meetings and hybrid workplaces, the company wants employees to want to gather in inspiring, light-filled spaces.
A new brand for a customer experience truer to its DNA
Comet has adopted a visual identity with a resolutely joyful tone that conveys its expert, young and playful character. The company is aiming for the most consistent experience possible between the comfortable, premium, warm and multisensory atmosphere of its venues and all of its materials, online in particular. It rolls out across every space, in Paris as well as Brussels and Madrid, from 7 September 2023.
Comet is active in small and large corporate events (Comet Meetings), but also in offices it operates itself (Comet Workplaces) and in offices operated for third parties (Comet Hospitality). Its identity, positioning and brand therefore had to reflect all three activities and illustrate its unique position on the hybrid work market.
“With its three offers, Comet answers a practical need voiced by companies and employees alike: the need to come together to create, unite, energise, exchange and build relationships. As firm believers in collaboration and social connection at work, we believe in collective intelligence and we stand for meeting less but meeting better,” explains Victor Carreau, CEO of Comet.
