Maintenant festival

Maintenant is a “festival of arts, music and new technologies. Concerts, performances, exhibitions, installations and meetings in Rennes, France”. In 2023, Maintenant has undergone a transformation while conserving its ever-changing soul, adopting a durable and modular graphic identity. Kiblind and Pierre Picouleau have created an identity that will be constantly evolving.

The new logo draws an M, a combination of points and lines, between stability and mobility, opacity and transparency. A graphic sign that suggests both light beams and measuring tools. At once playful and elegant, it draws its inspiration from the optical codes to express itself in the scenic, artistic, scientific and digital fields. The choice of Round as the brand typeface to accompany the logo and all the communications of Maintenant was motivated by its ingenious spirit and clever design.

To preserve the friendly feel and warm texture of the characters, a high-precision (almost surgical) optical adjustment has been made to follow the skeleton of the letters and the angle at which they were cut. Born from the tension between the geometry of abstraction and the humanism of calligraphy, Round is not really a circle. The individuality of the tiny letters is manifest in its verticality, which run through the circles, creating dynamic and energetic typographic interactions.

With its unique, delicate and rounded shapes, it offers a wide range of weights (14 styles) for all-round integration and immediate legibility. This font rounds off the angles and, like the festival, shows that a circle can fit into a square. Used in small texts, the corners appear to soften – a typeface that exudes freshness, adaptability and fluidity.