Entrepreneurship is today booming in many sectors. It is gaining momentum thanks to the intervention of major actors, particularly communities. The Auvergne-Rhône-Alpes Region is a model offering aid and support measures for the emergence of new innovative projects. Thus it strengthens its positioning at the national level but especially international. How to transcribe and transmit the values of the region within the communication of the 1st awards of Auvergne-Rhône-Alpes start-ups?
The logotype and the communication brand identity must be accessible, understandable and memorizable for all identified audiences (internal and external). Because of the long title for the logotype, it was necessary to envisage a sober construction that was clearly identifiable on reading.
This construction facilitates the use of the logo across all communication media. Its universality is aimed at all types of sectors and counterbalances the graphic visuals of the charter.
As for color, it plays an essential role and underlines an innovative identity. This proposal, which is geared towards technological and visual evolution, offers through the use of a regular grid, dynamic, fun and modular communication.
In 2017, the Auvergne-Rhône-Alpes Region adopted a new visual identity composed with the Graphik typography, designed by Christian Schwartz. A magnificent working base for the creation of the identity of the Start-up awards.
Wishing to highlight digital, we reinterpreted the design of certain characters, in order to bring a more digital side to typography.
We wanted to devote ourselves to the structure of the Auvergne-Rhône-Alpes Region logotype by breaking down the forms that make it up. These are used to punctuate the backgrounds of each communication medium.
A play takes place between the white shapes of the Region's logo and the rhythm proposed by the gradients. The rectangles made up of these same gradients create neutral zones favoring the reading of information.
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