{"id":30020,"date":"2018-01-29T23:38:56","date_gmt":"2018-01-29T21:38:56","guid":{"rendered":"https:\/\/www.grapheine.com?post_type=portfolio&#038;p=30020"},"modified":"2022-02-07T19:09:02","modified_gmt":"2022-02-07T18:09:02","slug":"heyraud-paris","status":"publish","type":"portfolio","link":"https:\/\/www.grapheine.com\/en\/portfolio\/heyraud-paris","title":{"rendered":"Heyraud &#8211; Visual identity"},"content":{"rendered":"<div class=\"wpb-content-wrapper\">[vc_row][vc_column][vc_single_image image=\"29979\" img_size=\"1950x1000\" alignment=\"center\" css=\".vc_custom_1644257268640{background-color: #ece2d6 !important;}\" el_class=\"mainportfolio\"][\/vc_column][\/vc_row][vc_row][vc_column width=\"1\/4\"][vc_column_text el_class=\"dateportfolio\"]2016[\/vc_column_text][\/vc_column][vc_column width=\"3\/4\"][vc_column_text]\n<h1 class=\"p1\"><span class=\"s1\">Heyraud regains its nobility<br \/>\n<span style=\"color: #999999;\">Brand design<\/span><\/span><\/h1>\n<p class=\"p1\"><span class=\"s1\">Founded in 1913, la Maison Heyraud House embodies the timeless chic emblematic of french elegance. La Maison Heyraud is today one of the only French brands of shoes to have such a longevity. Since 1995, Heyraud has been part of the \u00c9ram Group.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The goal was to change the Heyraud visual identity by reviving the DNA of the century-old brand: \"elegance is not a luxury\" and set the timeless codes of a brand that is inspired by Haute Couture, in a less ornamental style, preferring elegance to the excessive, the accessible to the exclusive.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The new logotype we made draws on the brand's \"Art Deco\" heritage. The old logotype was set in lower cases with Paul Renner\u2019s Futura. The very rounded appearance of this typographical choice no longer corresponded to Heyraud whose desire was to find a more statutory image.<\/span><\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_single_image image=\"29980\" img_size=\"full\"][\/vc_column][\/vc_row][vc_row][vc_column width=\"1\/4\"][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=\"3\/4\"][vc_column_text]\n<p class=\"p1\"><span class=\"s1\">The return to capitals letters made it possible to embody this new positioning. This esthetic is inspired by artistic movements that gave birth to design in the early twentieth century. \u00ab\u00a0Arts and crafts\u00a0\u00bb movement in England, \u00ab\u00a0Bauhaus\u00a0\u00bb in Germany and \u00ab\u00a0Art Deco\u00a0\u00bb in France, these new artistic trends are born when the notion of beauty and elegance is modernized to be the meeting point of art and industry. Art must make it possible to democratize elegance in all everyday objects. The geometric lines replace the floral aesthetics of the nineteenth century, symbol of a search for simplicity and functionalism.<\/span><\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_gallery type=\"image_grid\" images=\"29981,30156,30016,29984,30010,29986,29987,29988,29989,29991,29990,30146,30011,29994,29995,29996,29997,30143,29999,30142,30001,30145,30139,30141,30005,30138\" img_size=\"full\" onclick=\"\"][\/vc_column][\/vc_row]<\/div>","protected":false},"excerpt":{"rendered":"<p>Creation of the new visual identity of Heyraud Paris, French brand of shoes and leather goods created in 1913.<\/p>\n","protected":false},"featured_media":57620,"comment_status":"open","ping_status":"closed","template":"","class_list":["post-30020","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio-category-archive-en","portfolio-category-identite-en","portfolio-tags-fashion-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v25.0) - 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