region-auvergne-rhone-alpes-branding2

2017

Brand architecture
Auvergne-Rhône-Alpes Region

At the beginning of 2017, the Auvergne region merged with the Rhône-Alpes region, to create the Auvergne-Rhône-Alpes region. Graphéine is entrusted with the task of designing the new regional brand architecture.
Our work is based on a simple, strong and accessible logo in its form, a sign that synthesizes the three strong symbols of the territory (the summits of the Alps, the volcanoes of Auvergne and the Rhone river). This logo is a way of telling the story of this shared and complementary geography, where territories rely on each other to build a solid whole.
Six months of close work with the Region's communication department were necessary to establish all the rules of use of this brand architecture. 

A brand architecture
composed of 4 levels

Level 01

Auvergne-Rhône-Alpes The Region
Institutional communication
.

Level 02

The Region works to…
(areas of expertise, mechanisms, events, etc.)

Level 03

The Region works with…
(structures and projects with other partners)

Level 04

The Region supports partners,
events and infrastructures...

Level 01

Institutional communication

Level 02

The Region works to
(areas of expertise, mechanisms, events, etc.)

Level 03

The Région works with…
(structures and projects with other partners)

Level 04

The Region supports...
(partners, events and infrastructures...)

The Region the top!

Institutional campaign

By a typographical game inducing a double level of reading, the word Region is transformed into an action sentence "on the top!".
This campaign is also an invitation to "open up the possibilities". A search field suggests a list of possible actions. In the manner of search engines, this list seems dynamic, updating as the search engines evolve, suggesting an infinite number of possible answers.
Through this list of suggestions, it is about creating a small story. For example, in sports, the region "teams up, shapes up, trains, supports, wins" and in the end "makes grow"...

More images...

Here are some examples of applications based on this brand architecture, developed by the Region's communications department.

Note that this real balloon does not respect the color chart. But who would see a blue balloon in the blue sky?


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Project expertise:
Publishing design, creation of magazine and brochure layouts. Logo creation, visual identity and graphic guidelines. Graphic design of posters, flyers, letterhead and business cards.
Type of client:
Institutional communication.

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Auvergne-Rhône-Alpes Region – Brand architecture