The electrical equipment manufacturer LLC "LEGRAN", previously part of the international Legrand Group, presented its new brand — the trademark Daccord® (Daccord), as well as a new logo, slogan, and brand platform.
Recall that in 2023, IEK GROUP acquired the Russian assets of the Legrand Group, and it was decided to develop an independent brand.
"We needed to develop a new trademark because we cannot use Legrand in Russia," notes Mikhail Gorbachev, Executive Director of IEK GROUP. "In translation from French, the word 'daccord' means 'agreed', 'it's a deal', and this is symbolic, as it reflects not only the main message for consumers but also the essence of the interaction between the two businesses. Congratulations to LLC 'LEGRAN' on a successful solution."
"The brand name refers to our French roots, commitment to traditions and high quality standards, and also conveys a meaning close to the company — in French, this word means 'agreement'. Agreement in relationships with partners, end consumers, our team," says Maxim Levin, General Director of LLC "LEGRAN". "The new name aims to strengthen our market presence and increase recognition. The company's products embody the new brand's slogan: 'Easy to work. Comfortable to live.'"
In the visual design, continuity in the choice of corporate colors was preserved, and the graphic element of the logo resembles an electrical installation product — a switch or socket, for which the company is known.
The brand update was a logical step after the departure of the French parent company from the Russian market. The productions continue their work and maintain the world level of expertise, product quality standards, which have distinguished the Legrand Group in the market all these years and are highly appreciated by partners and consumers.
According to Maxim Levin, new product lines will be launched this year. At the same time, the transition from Legrand to Daccord is seamless: the consumer will continue to receive not only new but also already well-established assortment. During the deal and after the departure of the Legrand Group from Russia, production did not stop for a day, the company retained a pool of key partners, formed a stock of finished products under the former brand — both imported and produced in Russia, which is planned to be sold this year.
Read more about the new brand and its development in the Russian market in Maxim Levin's interview with RBC: https://www.rbc.ru/industries/news/667d045d9a79473d63c002c6