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Théâtre Musical de Paris Châtelet visual identity system

Contributed by Graphéine on Aug 25th, 2021. Artwork published in
circa 2019
.
    Théâtre Musical de Paris Châtelet visual identity system 16
    Graphéine. License: All Rights Reserved.

    In 2019, Théâtre Musical de Paris Châtelet reopened its doors after two years of renovation and outdoor events. For the theater, this meant a curtain raiser that marks a new phase with a new managing team.

    The primary aim was to create coherence in the identity of the theater and to enhance its visibility. And thus, to develop the popularity of the Châtelet brand.

    The challenge also included the creation of an extendable brand identity system, given that the previous identity left little room for modification for the internal teams. The goal was to make it a theater for all Parisians, whether old or new to the theater scene.

    Théâtre Musical de Paris Châtelet visual identity system 1
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    The original logotype of Châtelet was designed 12 years ago by Philippe Apeloig. Over the years, it has acquired a symbolic status in the cultural landscape. Retaining this logotype in the new brand identity was non-negotiable. Being split in three lines, the word “Châ-te-let” is simultaneously read as a sound and an image. Due to its peculiar typographic composition, the hyphens of the logotype hint at the connections between the arts, music, perspectives and cultures.

    Théâtre Musical de Paris Châtelet visual identity system 4
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    The Châtelet theater intended to establish its presence in the digital era. The previous identity was primarily suited for posters and printed communications. This strong technological constraint directed our design decisions, leading to simple and efficient visual solutions. Optimisation inspired the simplified version of the new logo. It revamps the previous one while retaining all its rhythmic and sonic concept.

    The ubiquity of the theater allows the logotype to be separated from its tagline without affecting its recognizability. This modification also resolves online display constraints, thus creating a logo that is legible at all sizes. We added responsiveness to the identity, allowing for applications in motion design, social media and various other content platforms in the most cohesive manner possible in the theater’s communication.

    Théâtre Musical de Paris Châtelet visual identity system 33
    Graphéine. License: All Rights Reserved.

    Spotlight on a logo that speaks

    With the first campaign, we kept the LL Akkurat typeface designed by Laurenz Brunner for Lineto in 2004 and capitalized on the spelling of “Châ-te-let” to create puns and witty catchphrases that capture the viewer’s imagination and celebrate the newly renovated theater.

    Théâtre Musical de Paris Châtelet visual identity system 6
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    Graphéine was proud to partner with the Théâtre Musical de Paris and to collaborate with its teams as we took up the challenge of getting the theater back with a bang.

    Learn more about this project on our portfolio website, in French or English. See also the article about two editorial projects for the theater.

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