In a market where parity products predominate, Landor identified Pathé as a destination that offered "more than just a movie." As a brand, Pathé would need to develop a point of view, a voice. With the recommended Brand Driver™, Independence, Innovation, Integrity, Landor conceived of "Charlie" (named after Pathé's founder, Charles). Charlie, "le coq Pathé," is the voice and spirit of the company. The identity is modern and dynamic, innovative and living.