Théâtre National de Chaillot identity

The Théâtre National de la Danse Chaillot is a very prestigious Parisian cultural institution, with a rich cultural heritage (it was for a long time the symbolic place of popular theater, led by Jean Vilar). It is the only national theater dedicated exclusively to dance.

Its new director, Rachid Ouramdam, asked Zoo to design a new visual identity that would help him implement his project: to define a more radical programming, which would open up the institution to a wider audience, especially younger and from a more popular background. To define a generous, engaging and all-encompassing register, conducive to experience, which breaks down the barriers of the institution.

LL Supreme Black has been chosen as the main font to express and embody the institution’s public image.

Zoo about their identity and type choice:

The typographic system is the foundation of the new identity. It must be all-purpose, clear and rational, to give Chaillot an image that is both more accessible and immediately identifiable. We proposed the use of the LL Supreme font: designed in 2020, it is both ultra-contemporary and in keeping with the construction period of the Palais de Chaillot. Indeed, LL Supreme is the updated version of the Futura typeface, responding to the aesthetic challenges of the digital age. Conceived by Paul Renner in 1927 and in full use during the 1930s, Futura stipulated that a distinctive, fully functional and sophisticated typeface could be built only from basic geometric shapes – circles, squares, triangles, straight lines.

The typeface is engaging, open and straightforward. LL Supreme’s consistently precise glyph design allows for the legible application of text on all communication media, both print and digital. The use of a single Black cut allows for immediate identification.
In the same way as the iconography, the typographic system in turn serves a direct language that 'desacralizes’ the institution. It participates in the development of a democratic, welcoming, horizontal and generous identity, and thus facilitates the convergence of new audiences.

A ‘desacralized’ logotype with an all-purpose utility; inspiring and engaging charisma for all audiences. It offers a contemporary and accessible interpretation of the institution.
Composed entirely in low-case letters, it favors a rhythmic and lively image of the institution; the new logotype claims to be open to new audiences and is free of all authority and solemn formality.