La Société Bleue
Contributed by Arthur Calame
on Feb 13th, 2026. Artwork published in
circa June 2025
.
La Société Bleue feels like an afternoon on the Riviera. The name sets the tone: French, clear, elegant. Blue as a mood, a color, and a symbol. In the branding of the Stuttgart-based brand of cashmere pullovers, this translates into a finely tuned color system based on different shades of blue complemented by gold accents. The colors elegantly convey depth and character.
The logo itself combines maritime lightness with a touch of vintage using Maroni in its Regular weight. It’s complemented by the teckel symbol – abstracted, stylized, as a figure. It appears on labels, clothing, and accessories; as a mascot, key signet, and well-thought-out element in the visual system. The accompanying typefaces are Carta Nueva and Sign Maker JNL.
1 Comment on “La Société Bleue”
At first glance, the idea is appealing and successful: the elegance of the blue and gold combination, the stylized undulating dachshund, the choice of a sans-serif typeface worn like paint on a boat’s hull—everything is rather simple and charming.
However, the lack of accents on “société” is regrettable, to truly capture the essence of Saint-Tropez (and not Malibu), it wouldn’t have been difficult to blend them with the E’s.
It also need to discuss the typographic design itself, because the gentleness of the concept doesn’t prevent us from looking closely between the letters. LA, whose A veers to the right (it’s not its fault: it’s sloping!), C-I-E-T-E, holding back before finally plunging (the attraction of the blue sea, perhaps), BLEUE, not quite ready to catch the wave, L-E halting, U undecided between the two E’s on which direction its heart leans.
Our charming pooch with a Egyptian eye: a bit of a complicated detail, isn’t it? A close up to the angles and curves of the letters could reveal, where the outline get clogs and how the tail ends above the hind legs. That cardinal point in the middle, whose geometry is completely disconnected from the rest— is the South Star filling a void in the composition?
Come on, it does the trick. And good luck to the pullovers enjoying the sea air and a walk on the seashore, — so chic with blue stripes of course!