A few years ago, we participated in a call for tenders to rethink the visual identity of the communication school Sup de Com. Here are the creative researches that we presented.
This is to present you a complete creative process. From the strategic diagnosis to the preliminary drafts.
Context of the school
SUP'DE COM's mission is to train and accompany future experts in global communication by developing their digital, creative and strategic skills for a successful integration in agencies or companies in a constantly evolving sector.
Through innovative teaching methods, which place the student at the heart of the training, the promise of these establishments is to give them the ability to be an actor in their professional and personal development. The result is this baseline "Reveal yourself!"
Analysis of the existing logo
The current logo does not seem to be in phase with contemporary communication issues. First, its format is complex to adapt to social networks.
In the identity ingredients, we note the yellow apostrophe referring to orality. It is the sparkling ingredient of the logo. We find this signifier in the red speech bubble. For the rest of the ingredients, we wonder about the role and the presence of the blue zone.
The whole seems to us rather wise, without real strong and singular visual marker.
The question of the name...
A trademark must be distinctive. It is even the main legal condition. The name "Sup de Com" as a diminutive of "École Supérieur de Communication" is therefore descriptive, and the risk of confusion hovers over this trademark.
There is a plethora of higher education trademarks built on the same model: Sup de Pub, Sup de Co, Sup de Mod, Sup de web...
Therefore, if it is complicated to consider changing the name, the visual identity will have to counterbalance this weakness by bringing a strong singularity.
The question of the mascot...
The school has long used a giraffe as a mascot. It has even become the central object of the school's communication. A strong emotional bond has developed between this giraffe and the students.
Initially, the giraffe referred to this animal that takes the height, in a posture of strategist. Its originality refers to a certain vision of creativity.
In the collective imagination, the giraffe refers to childhood (e.g. Sophie the giraffe) and will be associated with a nice and passive animal.
We think that this mascot is too much associated with "passive" values. To communicate is to speak, to transmit, to be in action, to react, to interact, to participate, to dialogue.
Our conviction is that a communicator must be in action, on the move, agile, in tune with the times. They must be committed and convincing. In short, "active" values
We have to admit that commitment is not a value that fits well with the giraffe character
On the other hand, there is nothing to prevent the giraffe from being used for certain secondary purposes. Either as an ingredient of the brand's language, for example for internal communication, for student associations or for alumni.