The Lycée des Arts et Métiers felt the need for a brand refresh, as their logo had remained unchanged since 1970 and didn't represent their rapidly evolving academic programs. So, they approached me to create a new visual identity that blends technical modernity with artistic playfulness.
I designed a complete new visual identity, including a new website, stationery, and marketing materials. The iconic "AM," inspired by the school's name "Arts et Métiers," was at the center of the new design. I developed two characters with different personalities and styles: one playful and round, and the other mature and angular. This signifies the institution's technical and artistic duality.
The design was created with great importance given to achieving a balanced appearance that captivates viewers through harmoniously balanced contrasts. Colors were used as accents, while institutional documents were kept clear and sober, creating an exciting overall image that is characterized by modularity and flexibility, yet does not lose its character.
Throughout the design process, my primary focus was on achieving a harmonious balance in the appearance and captivating viewers through well-proportioned contrasts. The result is an engaging and dynamic design characterized by modularity and flexibility, with a minimalist approach using a concise color palette.