{"id":71779,"date":"2024-04-29T10:17:38","date_gmt":"2024-04-29T08:17:38","guid":{"rendered":"https:\/\/www.grapheine.com\/?post_type=portfolio&p=71779"},"modified":"2024-05-15T16:54:20","modified_gmt":"2024-05-15T14:54:20","slug":"yuv-haircolor-brand-strategy-naming-visual-identity","status":"publish","type":"portfolio","link":"https:\/\/www.grapheine.com\/en\/portfolio\/yuv-haircolor-brand-strategy-naming-visual-identity","title":{"rendered":"YUV\u00ae hair colour device – branding, naming and visual identity"},"content":{"rendered":"
[vc_row][vc_column][vc_single_image image=\"71782\" img_size=\"2280\u00d71169\" alignment=\"center\" css=\"\" el_class=\"mainportfolio alignfull\"][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner width=\"1\/3\"][vc_column_text el_class=\"dateportfolio\"]2024[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\"2\/3\"][vc_column_text css=\"\"]\n

YUV\u00ae haircolor device<\/h1>\n

Branding, naming and visual identity<\/span><\/h1>\n[\/vc_column_text][vc_column_text css=\"\"]A true revolution for the professional hair colour sector, YUV\u00ae<\/a> is an intelligent assistant designed to make colour formulation quick, easy and adaptable. YUV\u00ae is a connected tool and digital application that enables colourists to delegate the tedious, technical aspects of colouring, allowing them to devote themselves fully to their creativity. It's the biggest innovation for salon professionals since the hair dryer!<\/p>\n

Graph\u00e9ine helped this ambitious, innovative project define its positioning, brand name, visual identity and the art direction of its campaign.<\/strong>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_gallery interval=\"3\" images=\"71189,71198,71195,71200\" img_size=\"full\" onclick=\"\" css=\"\"][vc_single_image image=\"71060\" img_size=\"large\" css=\"\"][vc_row_inner][vc_column_inner width=\"1\/2\"][vc_single_image image=\"71266\" img_size=\"large\" css=\"\"][\/vc_column_inner][vc_column_inner width=\"1\/2\"][vc_single_image image=\"71012\" img_size=\"large\" css=\"\"][\/vc_column_inner][\/vc_row_inner][vc_gallery interval=\"3\" images=\"71740,71742\" img_size=\"large\" css=\"\"][vc_column_text css=\"\"]\n

\nhttps:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/04\/Home-Page-Video-1-1.mp4<\/a><\/video><\/div>\n[\/vc_column_text][vc_row_inner][vc_column_inner width=\"1\/2\"][vc_column_text css=\"\"]\n
https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/04\/MAX-Creative-process-V2.mp4<\/a><\/video><\/div>\n[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\"1\/2\"][vc_single_image image=\"71409\" img_size=\"large\" css=\"\"][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner width=\"1\/4\"][\/vc_column_inner][vc_column_inner width=\"3\/4\"][vc_separator][vc_column_text css=\"\"]\n

Defining brand positioning
\n<\/span><\/h2>\n[\/vc_column_text][vc_separator][vc_column_text css=\"\"]Hairdressing professionals are artists, and colouring is an expression of their art. The main challenge was to design the YUV\u00ae brand universe<\/strong> and present it as a tool for professional creativity, combining innovation<\/strong>, technology<\/strong> and environmental awareness<\/strong>.<\/p>\n

This positioning is in line with today's challenges, and will enable YUV\u00ae to establish itself as a leading brand in the international colour market. YUV\u00ae relies on the young generation of committed colourists to initiate change.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_gallery interval=\"3\" images=\"71617,71615\" img_size=\"large\" css=\"\"][vc_single_image image=\"72250\" img_size=\"large\" css=\"\"][vc_single_image image=\"71970\" img_size=\"large\" css=\"\"][vc_row_inner][vc_column_inner width=\"2\/3\"][vc_single_image image=\"71373\" img_size=\"large\" css=\"\"][\/vc_column_inner][vc_column_inner width=\"1\/3\"][vc_single_image image=\"71374\" img_size=\"large\"][vc_single_image image=\"71377\" img_size=\"large\" css=\"\"][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner width=\"1\/4\"][\/vc_column_inner][vc_column_inner width=\"3\/4\"][vc_separator][vc_column_text css=\"\"]\n

Creating a brand name
\n<\/span><\/h2>\n[\/vc_column_text][vc_separator][vc_column_text css=\"\"]The visual identity consists of a YUV\u00ae wordmark and a separate emblem. The short, phonetically simple name evokes elegance<\/strong> and high-end technical precision<\/strong>. The acronym YUV\u00ae led to the brand slogan \"Your Unlimited Vision<\/strong>\".<\/p>\n

The name refers to the YUV digital colour model, in which \"Y\" stands for brightness and \"UV\" for the hue component. YUV\u00ae is also inspired by the Latin root \"iuventus\" meaning \"youth\", a reference to the brand's core target.<\/p>\n

Three important letters that create a brand ecosystem that can be adapted to a variety of contexts, uniting a community: the YUVers, as well as an associated product range (YUV\u00ae lab, YUV\u00ae app, YUV\u00ae colour...). YUV\u00ae is also the contraction of \u201cyou've\", as in the phrase \"YUV\u00ae got creativity<\/strong>\". An apt wordplay that lends itself well to expressing the different facets of the brand.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_single_image image=\"71216\" img_size=\"large\" css=\"\"][vc_column_text css=\"\"]\n

https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/04\/ecbb79b4-bc20-4bd1-ab6b-164e925d0ccd.mp4<\/a><\/video><\/div>\n[\/vc_column_text][vc_gallery interval=\"3\" images=\"71405,71401\" img_size=\"large\" css=\"\"][vc_row_inner][vc_column_inner width=\"1\/2\"][vc_single_image image=\"71658\" img_size=\"large\" css=\"\"][\/vc_column_inner][vc_column_inner width=\"1\/2\"][vc_single_image image=\"71660\" img_size=\"large\" css=\"\"][\/vc_column_inner][\/vc_row_inner][vc_single_image image=\"71108\" img_size=\"large\" css=\"\"][vc_single_image image=\"71140\" img_size=\"large\" css=\"\"][vc_gallery interval=\"3\" images=\"71770,71774\" img_size=\"large\" css=\"\"][vc_single_image image=\"71619\" img_size=\"large\" css=\"\"][\/vc_column][vc_column][vc_row_inner][vc_column_inner width=\"1\/4\"][\/vc_column_inner][vc_column_inner width=\"3\/4\"][vc_separator][vc_column_text css=\"\"]\n

Visual brand identity design<\/span><\/h2>\n[\/vc_column_text][vc_separator][vc_column_text css=\"\"]The sober, minimalist logotype is inspired by the pictographic aesthetics of digital interfaces. The visual similarity of the \"Y\" and \"V\", both angular and geometric, frames and contrasts with the rounded \"U\". The clean lines of the \"Y\" and \"V\" hint at technical precision, while the \"U\" depicts the bowl used by the colourist.<\/p>\n

The YUV\u00ae emblem represents the initial \"Y\". Its dotted design is inspired by the position of the cartridges in the machine. The emblem can be used to sign off videos, or when the full logo cannot be used due to format constraints. In order to make the technical aspects easy to understand, we designed a range of pictograms and a series of 3D isometric technical illustrations. These assets are used in the advertising campaign and the instruction booklets.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_single_image image=\"71214\" img_size=\"large\" css=\"\"][vc_column_text css=\"\"]\n

https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/03\/Video-travelling-cartouches.mp4<\/a><\/video><\/div>\n[\/vc_column_text][vc_gallery interval=\"3\" images=\"71280,71282,71284,71286\" img_size=\"large\" css=\"\"][vc_single_image image=\"71278\" img_size=\"large\" css=\"\"][vc_gallery interval=\"3\" images=\"71788,71158\" img_size=\"large\" css=\"\"][vc_gallery interval=\"3\" images=\"71228,71220\" img_size=\"large\" css=\"\"][vc_row_inner][vc_column_inner width=\"1\/4\"][\/vc_column_inner][vc_column_inner width=\"3\/4\"][vc_separator][vc_column_text css=\"\"]\n

Typefaces<\/span><\/h2>\n[\/vc_column_text][vc_separator][vc_column_text css=\"\"]To complete this visual language, we selected two complementary typefaces.<\/p>\n

We used Sharp Grotesk from the Sharp foundry for titles. Its geometric skeleton and rounded junctions make it a charismatic typeface with humanist details. Its open counterforms and tall x-height make it highly legible.<\/p>\n

For the body text, we used Mier from the General Type Studio. Chosen for its geometric shapes and legibility, this typeface is ideal for everyday text and technical information.[\/vc_column_text][vc_separator color=\"white\"][\/vc_column_inner][\/vc_row_inner][vc_gallery interval=\"3\" images=\"71629,71631\" img_size=\"large\" css=\"\"][vc_single_image image=\"71262\" img_size=\"large\" css=\"\"][vc_row_inner][vc_column_inner width=\"1\/4\"][\/vc_column_inner][vc_column_inner width=\"3\/4\"][vc_separator][vc_column_text css=\"\"]\n

Art direction of the launch campaign
\n<\/span><\/h2>\n[\/vc_column_text][vc_separator][vc_column_text css=\"\"]Graph\u00e9ine defined two art direction principles for the brand photography. The first presents the models against neutral gray backgrounds, highlighting the colour of the hairstyles<\/strong>. The second focuses on the use of tools by professionals<\/strong>. The shots showcase the use of machines and accessories in the colourists' hands.<\/p>\n

At the same time, YUV\u00ae focuses its communication on its environmental commitments<\/strong> and, in particular, on its eleven refillable and recyclable cartridges. YUV\u00ae is committed to an environmentally-friendly approach, for a more sustainable industry. At trade shows, YUV\u00ae showcases the waste generated by the hair colour industry, presenting itself as a revolutionary solution.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_single_image image=\"71640\" img_size=\"large\"][vc_single_image image=\"71885\" img_size=\"large\" css=\"\"][vc_single_image image=\"71592\" img_size=\"large\" css=\"\"][vc_single_image image=\"71888\" img_size=\"large\" css=\"\"][vc_single_image image=\"71247\" img_size=\"large\" css=\"\"][vc_column_text css=\"\"]\n

https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/03\/YUV_FS1.mp4<\/a><\/video><\/div>\n[\/vc_column_text][vc_single_image image=\"71407\" img_size=\"large\" css=\"\"][vc_single_image image=\"71106\" img_size=\"large\" css=\"\"][vc_column_text css=\"\"]\n
https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/03\/YUV_insta2.mp4<\/a><\/video><\/div>\n[\/vc_column_text][vc_single_image image=\"71621\" img_size=\"large\" css=\"\"][vc_row_inner][vc_column_inner width=\"1\/2\"][vc_column_text css=\"\"]\n
https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/04\/Results-Size-Edited.mp4<\/a><\/video><\/div>\n[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\"1\/2\"][vc_column_text css=\"\"]\n
https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/04\/Video-4-V2-Colour-Graded_Post.mp4<\/a><\/video><\/div>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_single_image image=\"71308\" img_size=\"large\" css=\"\"][vc_gallery interval=\"3\" images=\"71778,71776\" img_size=\"large\" css=\"\"][vc_single_image image=\"71268\" img_size=\"large\" css=\"\"][vc_single_image image=\"71245\" img_size=\"large\" css=\"\"][vc_row_inner][vc_column_inner width=\"1\/2\"][vc_single_image image=\"71415\" img_size=\"large\" css=\"\"][\/vc_column_inner][vc_column_inner width=\"1\/2\"][vc_single_image image=\"71413\" img_size=\"large\" css=\"\"][\/vc_column_inner][\/vc_row_inner][vc_single_image image=\"71425\" img_size=\"large\" css=\"\"][vc_single_image image=\"71264\" img_size=\"large\" css=\"\"][vc_row_inner][vc_column_inner width=\"1\/2\"][vc_single_image image=\"71421\" img_size=\"large\" css=\"\"][\/vc_column_inner][vc_column_inner width=\"1\/2\"][vc_single_image image=\"71423\" img_size=\"large\" css=\"\"][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner width=\"1\/4\"][\/vc_column_inner][vc_column_inner width=\"3\/4\"][vc_column_text css=\"\"]Many thanks to Francisco Gimenez for his confidence, and we wish him every success in the international deployment of YUV\u00ae.<\/p>\n

The entire Graph\u00e9ine team is proud to have played a part in defining and resolving the marketing and advertising needs of YUV, as well as creating the visual identity for this innovative project in the hair colour sector.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_separator][vc_column_text]\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=\"1\/4\"][\/vc_column][vc_column width=\"3\/4\"][vc_tta_accordion style=\"flat\" shape=\"square\" color=\"white\" active_section=\"\" no_fill=\"true\" collapsible_all=\"true\"][vc_tta_section title=\"Plus d'informations\" tab_id=\"1525791213292-321ceee4-2378c5d0-d700\"][vc_separator][vc_row_inner][vc_column_inner width=\"1\/2\"][vc_column_text css=\"\"]\n

Context<\/h4>\n

Colorists are creative and passionate professionals, with a real craft: the formulation of hair color. Aware of the time-consuming and technical aspects of formulation, the YUV\u00ae brand shakes up the codes of the professional hair color sector and presents itself as a veritable revolution. Designed to make hair color formulation quick, easy and adaptable, YUV\u00ae allows professionals to devote themselves fully to their creativity.[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\"1\/2\"][vc_column_text css=\"\"]\n

Objectives<\/h4>\n
Definition of a strategic positioning in line with the challenges of the professional hair colour market. Creation of a name that can be used as part of a brand ecosystem and that, phonetically, can be easily pronounced internationally. Design of a brand universe that embodies YUV\u00ae, as a tool at the service of professionals' creativity, combining innovation, technology and ecological awareness. Definition of a dual art direction to support YUV\u00ae in its launch campaign.<\/div>\n
<\/div>\n
<\/div>\n
<\/div>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_tta_section][\/vc_tta_accordion][\/vc_column][\/vc_row]<\/div>","protected":false},"excerpt":{"rendered":"

Strategy, naming and visual identity for YUV\u00ae, a game-changing revolution in the international professional hair colour market. <\/p>\n","protected":false},"featured_media":71917,"comment_status":"open","ping_status":"closed","template":"","class_list":["post-71779","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio-category-identite-en","portfolio-category-motion-design-en","portfolio-category-naming-en","portfolio-tags-technologies-en","portfolio-tags-fashion-en"],"yoast_head":"\nYUV\u00ae hair colour device - branding, naming and visual identity<\/title>\n<meta name=\"description\" content=\"Strategy, naming and visual identity for YUV\u00ae, a game-changing revolution in the international professional hair colour market.\" \/>\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\/yuv-haircolor-brand-strategy-naming-visual-identity\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"YUV\u00ae hair colour device - 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