With a logo that was 30 years old, and coinciding with their 100-year anniversary, IPGP wanted to increase the legibility and recognition of their brand to reflect who they are today. Embracing the DNA which had helped build IPGP’s notoriety, we worked with them to modernise the logo and create a visual identity that is both flexible and impactful.

Due to its complex and illustrative nature, the old IPGP logo posed legibility problems and the generic globe and Eiffel Tower symbols did little to create distinction. We created a unique emblem that merged the two founding elements of the globe and Eiffel Tower while also referencing the waves, reliefs, dynamics and internal structures of planets to represent the various objectives and scientific themes of the institute.

The new emblem is accompanied by a custom drawn IPGP acronym and new positioning tagline ‘Sciences pour la planète’ (French for ‘Sciences for the planet’) replacing the title ‘Institut de Physique du Globe de Paris’ which posed legibility problems at a small size. We implemented a modular approach to the logo configuration; the old logo with a fixed layout of elements became a suite of logo versions designed to ensure adaptability across various formats.

The new logo is accompanied by an entirely new brand universe and detailed in a comprehensive brand guidelines document. We established a chromatic range, typographic styles and image direction designed to communicate IPGP with energy and originality. The chromatic range is inspired by elements found in the terrain; the glowing orange-red of the new logo references molten magma and volcanic lava. Garnett, a robust yet refined grotesk sans serif is the new typeface, aligning well with the graphic qualities of the new emblem and logotype. We also defined the artistic direction for imagery and developed templates and layout principles for various types of print and online formats.

Logo
Visual identity
Art direction
Brand positioning
Brand guidelines
Video
Print

With a logo that was 30 years old, and coinciding with their 100-year anniversary, IPGP wanted to increase the legibility and recognition of their brand to reflect who they are today. Embracing the DNA which had helped build IPGP’s notoriety, we worked with them to modernise the logo and create a visual identity that is both flexible and impactful.

Due to its complex and illustrative nature, the old IPGP logo posed legibility problems and the generic globe and Eiffel Tower symbols did little to create distinction. We created a unique emblem that merged the two founding elements of the globe and Eiffel Tower while also referencing the waves, reliefs, dynamics and internal structures of planets to represent the various objectives and scientific themes of the institute.

The new emblem is accompanied by a custom drawn IPGP acronym and new positioning tagline ‘Sciences pour la planète’ (French for ‘Sciences for the planet’) replacing the title ‘Institut de Physique du Globe de Paris’ which posed legibility problems at a small size. We implemented a modular approach to the logo configuration; the old logo with a fixed layout of elements became a suite of logo versions designed to ensure adaptability across various formats.

The new logo is accompanied by an entirely new brand universe and detailed in a comprehensive brand guidelines document. We established a chromatic range, typographic styles and image direction designed to communicate IPGP with energy and originality. The chromatic range is inspired by elements found in the terrain; the glowing orange-red of the new logo references molten magma and volcanic lava. Garnett, a robust yet refined grotesk sans serif is the new typeface, aligning well with the graphic qualities of the new emblem and logotype. We also defined the artistic direction for imagery and developed templates and layout principles for various types of print and online formats.