{"id":22491,"date":"2016-06-04T13:22:18","date_gmt":"2016-06-04T11:22:18","guid":{"rendered":"http:\/\/www.grapheine.com\/en\/?post_type=portfolio&p=22491"},"modified":"2024-01-18T10:17:37","modified_gmt":"2024-01-18T09:17:37","slug":"fontevraud-lemotion-linattendu","status":"publish","type":"portfolio","link":"https:\/\/www.grapheine.com\/en\/portfolio\/fontevraud-lemotion-linattendu","title":{"rendered":"Fontevraud Royal Abbey – Brand identity"},"content":{"rendered":"
[vc_row][vc_column][vc_single_image image=\"22410\" img_size=\"1950x1000\" alignment=\"center\" el_class=\"mainportfolio\"][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner width=\"1\/3\"][vc_column_text el_class=\"dateportfolio\"]2014[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\"2\/3\"][vc_column_text]\n

Fontevraud
\nAn identity\u00a0between \"Sacred\" and \"Profane\"<\/span><\/h1>\n[\/vc_column_text][vc_column_text]Fontevraud was a Royal Abbey for over six centuries before Napoleon saved the place from demolition in 1804 by turning it into a prison. In 1975, Fontevraud Royal Abbey opened to the public, putting an end to nine centuries of closed doors and paving the way for a new Fontevraud experience:
\nThe Royal Abbey - The Restaurant - The Hotel - The Scene - Congress and Events.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_gallery type=\"image_grid\" images=\"22450\" img_size=\"full\" onclick=\"custom_link\"][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner width=\"1\/3\"][vc_column_text][\/vc_column_text][\/vc_column_inner][vc_column_inner width=\"2\/3\"][vc_column_text]THE\u00a0ICONOCLASTIC\u00a0SLASH<\/strong><\/p>\n

Over Fontevraud\u2019s long history, we\u2019ve chosen to focus on the \u2018Sacred \/ Profane\u2019 antinomy.
\nWe\u2019ve designed the \"sacred\" with the variation of a graphic element which we\u2019ve named the \"HALO\".
\nThe \"Profane\" notion is represented by the an original typographical writing derived of the \"SLASH\" graphic element. The relation between HALO surface and SLASH graphic elements is the base of the visual identity of Fontevraud.<\/p>\n

\n

\u2022 The slash stands for the \"iconoclastic\" spirit of Fontevraud: nonconformist, nor horizontal or vertical, but oblique.
\n\u2022 The use of the slash also asserts a political view and puts forward a radical graphic design: aesthetics of the scratch, the scar, the overlay (prisoners left many graffitis on the walls).
\n\u2022 The slash also evokes the language of computer programming. It emphasizes the digital nature of the Fontevraud brand identity.
\n\u2022 The English word \u2018slash\u2019 probably comes from a French verb of the late 14th century, \"eslachier\", a variant of \"esclater\" (\u2018burst\u2019).<\/span><\/p>\n

More info on the project:
\nwww.grapheine.com\/divers\/identite-globale-fontevraud
\n<\/a>www.fontevraud.fr<\/span><\/span><\/a><\/p>\n

T<\/span>HE\u00a0BRAND ARCHITECTURE AND VISUAL IDENTITY
\n<\/strong>\u2022 The logotype: The Fontevraud wordmark sets up the brand\u2019s identity in an elegant, smooth\/sober, dashing and creative manner.
\n\u2022 The accessible system: The brand identity\u2019s design is meticulous and detailed but not elitist. It is made for a heterogeneous public.
\n\u2022 The evolutionary \/ expanding chart: Creating an original typography provides a great capacity of adaptation for different levels of communication. The visual system works with the same intensity on an exhibition poster as on the hotel cosmetics packaging.
\n\u2022 The overall coherence that values highly distinctive universes: the style of the Fontevraud visual identity is easily transferred on digital media.
\n\u2022 The typogaphy: The visual concept of the identity is based on an original and sharp typography.
\n\u2022 The contemporary vision: The graphic charter of Fontevraud reflects the contemporary vision of the project, inspired by a unique history, rooted in the present and looking to the future.<\/p>\n

OFFERING THE FONTEVRAUD EXPERIENCE
\n<\/b>Once the new brand architecture had been defined and the graphic charter delivered, we were asked to design a gift box that would convey the Fontevraud experience. We\u2019ve designed of a box that contains a booklet, a sample of the Fontevraud olfactory signature (realized by MAW) and a customizable gift card.<\/p>\n

More details on the Fontevraud box:
\nwww.grapheine.com\/divers\/offrir-fontevraud-il-etait-une-fois-la-creation-dun-coffret-cadeau
\n<\/a>www.fontevraud.boutique\/box<\/a><\/p>\n<\/div>\n

\n


\nTHE LIFESTYLE\u00a0MAGAZINE
\n<\/strong>Another application of the Fontevraud identity is the Fontevraud magazine, true manifesto of the 'ideal city'.\u2028The art and editorial direction of Fontevraud magazine is far from a tourist brochure. This \u2018mook\u2019 reflects current societal issues thought by David Martin, director of the abbey. This biannual mook offers depth reports and interviews and showcases high standards texts, photos and illustrations.
\nWe\u2019ve designed the first issue of the magazine in partnership with the brand content agency Rue Pr\u00e9mion<\/a>.\u2028
\n<\/strong>Cover art direction: Graph\u00e9ine - Photography:\u00a0Gabriel De La Chapelle<\/a>
\n<\/strong><\/p>\n

THE DIGITAL VISIT
\n<\/strong>Located in different places of the venue, vertical and horizontal screens constitute both signage and audioguide of the Fontevraud experience. Using a sober graphic design that respects the surrounding architecture, they provide key information to visitors through archive visuals, pictograms and data-visualization. Video clips recount the great historical moments, as well as surprising stories of the people who made live Fontevraud over centuries.\u2028By combining heritage and todays museography, Fontevraud demonstrates its commitment to innovation in the service of the public.<\/p>\n

More info:
\nwww.grapheine.com\/motion-design\/fontevraud-le-parcours-de-visite-numerique<\/a><\/p>\n<\/div>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_gallery type=\"image_grid\" images=\"22447,22446,22290,22288,22285,22286,22289,22291,22292,22294,22293,22287,22295,22449,22297,22298,22296,22299,22302,22454,22453,22301,22464\" img_size=\"full\" onclick=\"custom_link\"][vc_video link=\"https:\/\/vimeo.com\/151126845\"][vc_video link=\"https:\/\/vimeo.com\/107584740\"][vc_video link=\"https:\/\/vimeo.com\/107584741\"][vc_video link=\"https:\/\/vimeo.com\/141772755\" title=\"1000 ans d'histoire en 4 minutes\"][\/vc_column][\/vc_row]<\/div>","protected":false},"excerpt":{"rendered":"

Brand architecture and visual identity of Fontevraud, former royal Abbey listed as a UNESCO World Heritage site. <\/p>\n","protected":false},"featured_media":55600,"comment_status":"open","ping_status":"closed","template":"","class_list":["post-22491","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio-category-archive-en","portfolio-category-edition-en","portfolio-category-identite-en","portfolio-category-print-design","portfolio-category-signaletique-en","portfolio-tags-culture-en","portfolio-tags-museums-en"],"yoast_head":"\nFontevraud Royal Abbey - Brand identity<\/title>\n<meta name=\"description\" content=\"Brand architecture and visual identity of Fontevraud, former royal Abbey listed as a UNESCO World Heritage site.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.grapheine.com\/en\/portfolio\/fontevraud-lemotion-linattendu\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fontevraud Royal Abbey - 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