Services

We separated the ‘A’ monogram from the wordmark, using the counterform of the previous logotype as the basis to create a new symbol that sits at the intersection of lettering, pictogram and abstract mark. The new symbol represents an institution, a branch, an offshoot that is growing, open-ended and looking to the future. Open in its design and positioning, the asymmetry of the new symbol provides dynamic energy and forward momentum. It functions as part of the logo and also independently as a living element at the heart of communications to become the signature of the institution’s objectives. 

We removed the serifs and designed custom lettering to modernise the logotype and maximise legibility. We worked with AgroParisTech to develop the new positioning tagline ‘Talents d’une planète soutenable’ (French for ‘Talents for a sustainable planet’) which captures their ambitions and outlook for the future.

A new brand universe accompanies the new logo and enables AgroParisTech to communicate with a unique voice. The ‘Future Frame’ is a core graphic principle of the new visual identity system, it uses the angle geometry of the new logo to introduce movement and energy within layouts. Glowing an optimistically vivid green, Pantone 3504C was chosen as the hero colour of the brand as it provides distinction and cut-through. The visual identity is detailed in a brand guidelines document covering all aspects of the brand toolkit; logos, typography, colour, art direction and layout principles. 

Project realised with team Graphéine
Art Direction — Jeremie Fesson, Sarah Magro
Design Development — Sarah Magro
Typography — Maxime Saint-Etienne
Animation — Ajitesh Lokhande
Project Management — Leslie Darné

AgroParisTech is a recognised leader in environmental and life sciences. The higher education and research institution focusses on the major global challenges of the 21st century; such as feeding the worlds population through sustainable land management, preserving natural resources, supporting innovation and advocating for the bioeconomy. We worked with them to create a new visual identity, develop the brand positioning and define the brand architecture. The new logo is a contemporary update on the previous identity while remaining true to the DNA that has built the institutions reputation for the past 14 years. 

Services

Logo
Visual identity
Art direction
Brand positioning
Brand guidelines
Video
Print

We separated the ‘A’ monogram from the wordmark, using the counterform of the previous logotype as the basis to create a new symbol that sits at the intersection of lettering, pictogram and abstract mark. The new symbol represents an institution, a branch, an offshoot that is growing, open-ended and looking to the future. Open in its design and positioning, the asymmetry of the new symbol provides dynamic energy and forward momentum. It functions as part of the logo and also independently as a living element at the heart of communications to become the signature of the institution’s objectives. 

We removed the serifs and designed custom lettering to modernise the logotype and maximise legibility. We worked with AgroParisTech to develop the new positioning tagline ‘Talents d’une planète soutenable’ (French for ‘Talents for a sustainable planet’) which captures their ambitions and outlook for the future.

A new brand universe accompanies the new logo and enables AgroParisTech to communicate with a unique voice. The ‘Future Frame’ is a core graphic principle of the new visual identity system, it uses the angle geometry of the new logo to introduce movement and energy within layouts. Glowing an optimistically vivid green, Pantone 3504C was chosen as the hero colour of the brand as it provides distinction and cut-through. The visual identity is detailed in a brand guidelines document covering all aspects of the brand toolkit; logos, typography, colour, art direction and layout principles.