CLERMONT-FERRAND, France (May 17, 2004) — Group Michelin has launched a global corporate signature, “Michelin, a better way forward,” that will accompany the firm's communications with the press and its customers.
The corporate signature is meant to convey the firm's mission, according to Jacques Jordan, head of communications for Michelin, and therefore transcends the company's logo or brand name.
“We say 'a better way,' because Michelin proposes solutions which are resolutely competitive,” Mr. Jordan said in a prepared statement. “We say 'forward,' because it has positive connotations: it evokes both physical movement and the achievement of progress.
“Lastly, we say 'a better way forward' and not 'The best way forward' because, even though we ourselves are convinced of our solutions´ performance, we prefer to remain modest,” Mr. Jordan said.
Michelin started working on its corporate signature 11 months ago. After considering a large number of drafts, Mr. Jordan said, the firm chose the French phrase “une meilleure faÃ§on d'avancer.”
Michelin has translated this into 33 languages for its various subsidiaries.