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Sodexho Alliance rebrands as Sodexo

22 January 2008

Sodexho drops the 'h' in a global rebranding that makes it more visible and easier to pronounce and spell around the world.

At a shareholders meeting in Paris this week, Sodexho Alliance launched its new brand identity to reinforce its single global brand strategy and support its transformation from a Foodservices to a services company. Sodexho Alliance has been renamed Sodexo and a more contemporary, dynamic visual identity will
be deployed on the 29,000 sites where the Group operates worldwide.

“The new visual identity represents a key stage in our development,” said Sodexo CEO, Michel Landel,. ”This evolution of our brand is a major step in the life of our company, designed to make Sodexo’s brand a reference, enhancing its visibility and its value and helping us grow and progress toward our shared vision to become the premier global outsourcing expert in Quality of Life services.”

Three major changes have been made as part of the brand evolution:
�� The word “Alliance” has been dropped from the company’s legal name to accelerate the deployment of Sodexo’s single global brand strategy throughout its operations, business segments and host countries.
�� The letter “h” has been deleted from the name to support the Group’s strategic transformation into a Services company. Because the “h” is often associated with the hotel and foodservices business, particularly in Europe, the change emphasizes the Group’s accelerating development in Facilities Management services. In addition it is easier to pronounce and spell for people around the world.
�� The logo has been streamlined and given a more contemporary graphic design that rejuvenates and revitalizes the brand. The typography is simpler, livelier and more compact. The star, long part of the Group’s visual identity, has been transformed from five stars to one. The single star symbolizes the performance and energy of Sodexo teams directed toward a common objective. Finally, the bar of the letter “x” is curved, like a smile—a red streak reaching upwards toward the Sodexo star and a symbol of the
countless gestures of attention performed daily by Sodexo teams to “make every day a better day.”

SODEXHO ALLIANCE was founded in 1966 and has more than 342,000 employees on 29,000 sites in 80 countries. For Fiscal 2007, which closed August 31, 2007, SODEXHO ALLIANCE had revenues of 13.4 billion euro. Listed on Euronext Paris, the Group’s current market capitalization today was more than 6.0 billion euro.

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