The city of Torcy, France recently built a great complex dedicated to the promotion of Culture & Arts, highlighting local and national artists. I was contacted to work on its complete Brand Identity, including Naming, Logotype, visual identity, Print communication, exterior & interior signage, website design and clothing.
The main goal was to create a total new and innovative identity. Naming took a great part in that sense. I focused on trying to create a simple yet effective name for that building. C2 was chosen from a couple of hundred names for its international recognition, pronunciation and readibility. It stands simply for Cultural Center or the two initials 2xC -> C2.
As far as the logo is concerned, it followed in a logical way the naming process. A will to create a modern and contemporary logotype, yet efficient, minimal, powerful and durable. It was created so it could nicely fit and be readable at a great or tiny size on any document. The logotype guidelines show a slight dipping of the « C » and the « . » to create the optical illusion that all characters are aligned on the same baseline.
Logo made for Digital Project Manager Anthony Guennegou, who were seeking for a retro look & feel. The logo is based on a combination of "a" & "g" letter.
Maxime Fredon is a french self-taught painter. He wanted a clean logotype that could reflect a personal aspect of himself as an artist. After some research & experiments, I focused on his signature, the only element that was recurrent on all his painting. It was clearly a meaningful & logic orientation.
Decision was then made to simplify it from "Max" and work on “M”, the predominant letter.
Details on the design process can be seen here :
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