Visual identity for the Senior Center of the city of Chalon-sur-Saône, a new place for exchange and information for the daily life of elderly people.
This logo takes its inspiration from the common etymology of the words "Senior" and "Seigneur" ("Lord" in French). These two words come from the Latin "Seniōem" that means "elder, older". The promise of this logo is therefore to treat seniors as kings and queens. Its graphic design reveals a form of mischief and joviality.
The promise is also illustrated in the baseline "Bien vivre le privilège de l'âge" ("Living well the privilege of age"). In this context, the term "privilege of age" refers to the lords' privileges as well as the advantages of advancing age.
To push forward this story of "lords" and spin the medieval metaphor, we have proposed to stage real "seniors" playing with minimalist accessories.