The context
Create the artistic direction for the new media Les 3 Ours.
We supported the 3 Ours in defining their project as part of the Medianes Program. Through our discussions, we reflected together on the direction they wanted to take with their media, what they wanted to convey. We then helped them create the visual identity they wanted—one that was both serious and cheerful.
At a critical juncture in its development, the media outlet sought to launch a campaign aimed at consolidating its business model and asserting its positioning as an independent legal expertise resource, particularly among a new audience of business professionals (B2B).
We supported the team throughout the entire campaign cycle: defining strategic foundations (editorial and marketing), developing the campaign page (design and tech), and providing operational support throughout the collection period.
Logo projected at the first public event. Photo: Chloé Maniscalco
Set directions
Build the logo
The logo is composed in tiers to recall representations of media. The O stretches like an open mouth speaking, and also evokes the circle that unites us, the circular theater.
The O can contain other circles suggesting a bear's snout or a surprised, curious face.
Choose fonts
We were looking for a distinctive typeface that would stand out in headlines while remaining highly readable and imbued with a journalistic quality. For body text, we sought a versatile, readable typeface with roots in somewhat rough printing traditions yet possessing an elegant character. To round out the system, we also needed a more conventional sans-serif typeface with a fairly pure design.
Choose colors
We sought warm colors, some reminiscent of paper, decidedly cheerful, as well as contrasting shades to ensure text remains readable.
About
Les 3 Ours is an independent media outlet founded by Louise Katz, Nathanaël Simon and Julie Lallouët-Geffroy that brings news to the stage in Brittany. They also publish a newsletter and run media literacy workshops.
