{"id":75123,"date":"2024-12-02T12:04:13","date_gmt":"2024-12-02T11:04:13","guid":{"rendered":"https:\/\/www.grapheine.com\/?post_type=portfolio&#038;p=75123"},"modified":"2024-12-02T22:15:57","modified_gmt":"2024-12-02T21:15:57","slug":"theatre-senart-scene-nationale-visual-identity","status":"publish","type":"portfolio","link":"https:\/\/old.grapheine.com\/en\/portfolio\/theatre-senart-scene-nationale-visual-identity","title":{"rendered":"Th\u00e9\u00e2tre-S\u00e9nart, Sc\u00e8ne Nationale &#8211; Visual identity"},"content":{"rendered":"<div class=\"wpb-content-wrapper\">[vc_row][vc_column][vc_single_image image=\"75127\" img_size=\"2280\u00d71169\" alignment=\"center\" css=\"\" el_class=\"mainportfolio alignfull\"][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner width=\"1\/3\"][vc_column_text css=\"\" el_class=\"dateportfolio\"]2024[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\"2\/3\"][vc_column_text css=\"\"]\n<h1>Th\u00e9\u00e2tre-S\u00e9nart, Sc\u00e8ne Nationale - Visual identity<br \/>\n<span style=\"color: #999999;\">A new logo and a reinvented imagination<br \/>\n<\/span><\/h1>\n[\/vc_column_text][vc_column_text css=\"\"]<strong>To coincide with the launch of its 2024-2025 season,<\/strong> and with the arrival of<strong> Caroline Simpson Smith as director, Th\u00e9\u00e2tre-S\u00e9nart wanted to give a new boost to its communication.<\/strong> Graph\u00e9ine won the public call for proposals for this project by examining the place of this institution in the identity of the surrounding Seine-et-Marne region, as well as modernising the previous identity and building a new story around its wordmark.<\/p>\n<p>Located in <strong>the town of Lieusaint<\/strong>, in <strong>one of France's largest departments<\/strong>, the Th\u00e9\u00e2tre-S\u00e9nart is also in direct proximity to the Carr\u00e9-S\u00e9nart shopping centre. Its communications therefore have to compete on a daily basis with the advertising of multiple commercial brands. <strong>The theatre is located in a place that is still in search of an identity<\/strong>, situated between suburbs and open fields, with Disneyland Paris as its main attraction.<\/p>\n<p>Drawing inspiration from the remarkable building designed by the Chaix &amp; Morel et Associ\u00e9s architecture studio, we wanted <strong>to reaffirm and strengthen the institution's image by proposing a comprehensive brand toolkit<\/strong> that would identify its status as <strong>a major cultural institution in the Paris region.<\/strong>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_single_image image=\"75045\" img_size=\"full\" alignment=\"center\" css=\"\"][vc_column_text css=\"\"]\n<div style=\"width: 1200px;\" class=\"wp-video\"><!--[if lt IE 9]><script>document.createElement('video');<\/script><![endif]-->\n<video class=\"wp-video-shortcode\" id=\"video-75123-1\" width=\"1200\" height=\"675\" poster=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_transition_nouveau_logo_vignette.jpg\" loop autoplay preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_transition_nouveau_logo.mp4?_=1\" \/><a href=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_transition_nouveau_logo.mp4\">https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_transition_nouveau_logo.mp4<\/a><\/video><\/div>\n[\/vc_column_text][vc_single_image image=\"74886\" img_size=\"full\" alignment=\"center\" css=\"\"][\/vc_column][\/vc_row][vc_row][vc_column][vc_separator color=\"white\" border_width=\"10\" css=\"\"][vc_row_inner][vc_column_inner width=\"1\/3\"][\/vc_column_inner][vc_column_inner width=\"2\/3\"][vc_separator color=\"white\" border_width=\"10\" css=\"\"][vc_column_text css=\"\"]\n<h2>Creating a new emblem for Th\u00e9\u00e2tre-S\u00e9nart<\/h2>\n[\/vc_column_text][vc_column_text css=\"\"]The previous logotype was a <strong>wordmark in two lines<\/strong> composed with the <strong>Gotham Bold typeface<\/strong>. It contained several visual quirks, which made it both original and confusing. While developing the new logotype, we wanted <strong>to create a symbol that could be isolated and used as a central emblem for all of the communications.<\/strong> This was to create a strong identifier in the urban context of the project.<\/p>\n<p><strong>We redesigned the wordmark to give the letter \u2018A\u2019 a central place in the composition.<\/strong> This new graphic asset, which <strong>combines the letter \u2018A\u2019<\/strong> and the <strong>\u2018pixel circumflex accent\u2019<\/strong>, directly evokes <strong>the architecture of the building<\/strong> as well as an <strong>abstracted lighthouse<\/strong>. Its \u2018pixel\u2019 style is directly inherited from the previous logotype and recalls the building's perforated metal cladding. The design of the emblem is intended to be <strong>\u2018futuristic\u2019<\/strong> and <strong>\u2018playful\u2019<\/strong>. The identity encapsulates a sense of escapism that aims to resonate with a young audience.[\/vc_column_text][vc_separator color=\"white\" border_width=\"10\" css=\"\"][\/vc_column_inner][\/vc_row_inner][vc_single_image image=\"75087\" img_size=\"full\" alignment=\"center\" css=\"\"][vc_gallery interval=\"3\" images=\"75089,75053\" img_size=\"full\" css=\"\"][vc_column_text css=\"\"]\n<div style=\"width: 1200px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-75123-2\" width=\"1200\" height=\"675\" poster=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_Habillage_showreel_vignette.jpg\" loop preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_Habillage_showreel.mp4?_=2\" \/><a href=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_Habillage_showreel.mp4\">https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_Habillage_showreel.mp4<\/a><\/video><\/div>\n[\/vc_column_text][vc_row_inner][vc_column_inner width=\"1\/2\"][\/vc_column_inner][vc_column_inner width=\"1\/2\"][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_separator color=\"white\" border_width=\"10\" css=\"\"][vc_row_inner][vc_column_inner width=\"1\/3\"][\/vc_column_inner][vc_column_inner width=\"2\/3\"][vc_column_text css=\"\"]\n<h2>A theatre where everyone is invited<\/h2>\n[\/vc_column_text][vc_column_text css=\"\"]Already present in the theatre's communications, but given very little prominence, <strong>the slogan \u2018Exclusively reserved for everyone\u2019<\/strong> became a <strong>central element in the identity<\/strong>. Composed with the <strong>FK Skreamer typeface<\/strong>, the slogan takes on considerable force and establishes itself as the manifesto of the Th\u00e9\u00e2tre-S\u00e9nart.<\/p>\n<p>For the season launch campaign, it was clear to us that <strong>the new visual identity had to play a major role.<\/strong> We wanted the public <strong>to take ownership of the new identity.<\/strong> With its <strong>strong signage<\/strong> and its <strong>reference to the building<\/strong>, the \u2018A\u2019 takes centre stage. With an iconography based on skies from dawn to dusk, we're communicating <strong>the openness of a theatre that\u2019s always buzzing with activity.<\/strong>[\/vc_column_text][vc_separator color=\"white\" border_width=\"10\" css=\"\"][\/vc_column_inner][\/vc_row_inner][vc_single_image image=\"75055\" img_size=\"full\" css=\"\"][vc_gallery interval=\"3\" images=\"75057,75061\" img_size=\"full\" css=\"\"][vc_column_text css=\"\"]\n<div style=\"width: 1200px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-75123-3\" width=\"1200\" height=\"675\" poster=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_Atoem-Abs8lute_vignette.jpg\" loop preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_Atoem-Abs8lute.mp4?_=3\" \/><a href=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_Atoem-Abs8lute.mp4\">https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_Atoem-Abs8lute.mp4<\/a><\/video><\/div>\n[\/vc_column_text][vc_single_image image=\"75049\" img_size=\"full\" alignment=\"center\" css=\"\"][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner width=\"1\/3\"][\/vc_column_inner][vc_column_inner width=\"2\/3\"][vc_separator color=\"white\" border_width=\"10\" css=\"\"][vc_column_text css=\"\"]\n<h2>Contemporary graphic guidelines adapted to digital media<\/h2>\n[\/vc_column_text][vc_column_text css=\"\"]The posters are divided into <strong>two zones that are brought together by the emblem.<\/strong> A scenic visual combined with a solid patch of vibrant colour presents the shows. The motion design evokes the diversity of the programme, using the emblem as a window. Through this window we see several shows mingling to evoke the <strong>diversity of the programme, which includes music, dance, theatre and the performing arts.<\/strong><\/p>\n<p><strong>Digital media play an important role in the new graphic system.<\/strong> The audiovisual package we have developed brings a dynamic, contemporary feel to the visual identity. The emblem combines and interweaves the varied worlds of the curated lineup.<\/p>\n<p>Our ambition was to design <strong>a strong symbol at the heart of Th\u00e9\u00e2tre-S\u00e9nart's identity and graphic guidelines.<\/strong> In the long term, this should help <strong>to raise the profile<\/strong> of the institution and <strong>create a strong emotional<\/strong> bond with the audience and the general public.[\/vc_column_text][vc_separator color=\"white\" border_width=\"10\" css=\"\"][\/vc_column_inner][\/vc_row_inner][vc_column_text css=\"\"]\n<div style=\"width: 1200px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-75123-4\" width=\"1200\" height=\"675\" poster=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_Typo_Screamer_animation_vignette.jpg\" loop autoplay preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_Typo_Screamer_animation-1.mp4?_=4\" \/><a href=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_Typo_Screamer_animation-1.mp4\">https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_Typo_Screamer_animation-1.mp4<\/a><\/video><\/div>\n[\/vc_column_text][vc_row_inner][vc_column_inner][vc_single_image image=\"75063\" img_size=\"full\" alignment=\"center\" css=\"\"][\/vc_column_inner][\/vc_row_inner][vc_column_text css=\"\"]\n<div style=\"width: 1200px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-75123-5\" width=\"1200\" height=\"675\" poster=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_abribus_animation_affiches_vignette.jpg\" loop autoplay preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_abribus_animation_affiches.mp4?_=5\" \/><a href=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_abribus_animation_affiches.mp4\">https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_abribus_animation_affiches.mp4<\/a><\/video><\/div>\n[\/vc_column_text][vc_single_image image=\"75079\" img_size=\"full\" alignment=\"center\" css=\"\"][vc_single_image image=\"75083\" img_size=\"full\" alignment=\"center\" css=\"\"][vc_single_image image=\"75081\" img_size=\"full\" alignment=\"center\" css=\"\"][vc_single_image image=\"75059\" img_size=\"full\" alignment=\"center\" css=\"\"][vc_gallery interval=\"3\" images=\"75068,75070\" img_size=\"full\" css=\"\"][vc_single_image image=\"75071\" img_size=\"full\" alignment=\"center\" css=\"\"][vc_single_image image=\"75073\" img_size=\"full\" alignment=\"center\" css=\"\"][vc_column_text css=\"\"]\n<div style=\"width: 1200px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-75123-6\" width=\"1200\" height=\"675\" poster=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_website_Laptop_vignette.jpg\" loop autoplay preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_website_Laptop1.mp4?_=6\" \/><a href=\"https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_website_Laptop1.mp4\">https:\/\/www.grapheine.com\/wp-content\/uploads\/2024\/11\/Theatre_Senart_website_Laptop1.mp4<\/a><\/video><\/div>\n[\/vc_column_text][vc_single_image image=\"75077\" img_size=\"full\" alignment=\"center\" css=\"\"][vc_single_image image=\"75075\" img_size=\"full\" alignment=\"center\" css=\"\"][\/vc_column][\/vc_row][vc_row][vc_column][vc_separator][vc_column_text]\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=\"1\/4\"][\/vc_column][vc_column width=\"3\/4\"][vc_tta_accordion style=\"flat\" shape=\"square\" color=\"white\" active_section=\"\" no_fill=\"true\" collapsible_all=\"true\"][vc_tta_section title=\"Plus d'informations\" tab_id=\"1525791213292-321ceee4-2378c5d0-d700\"][vc_separator][vc_row_inner][vc_column_inner width=\"1\/2\"][vc_column_text css=\"\"]\n<h4>Context<\/h4>\n<p>To coincide with the launch of its 2024-2025 season, the Th\u00e9\u00e2tre-S\u00e9nart wanted to give a new boost to its communications. The Th\u00e9\u00e2tre-S\u00e9nart is a cultural venue offering a wide range of programming, from theatre to dance and music. The institution aims to make culture accessible to all, while playing a key role in the region's artistic scene.[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\"1\/2\"][vc_column_text css=\"\"]\n<h4>Objectives<\/h4>\n<p>Design a new emblem and modernise the graphic guidelines to reaffirm Th\u00e9\u00e2tre-S\u00e9nart's institutional image. Design distinctive communication tools to consolidate its status as a major cultural institution in the Ile-de-France region.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_tta_section][\/vc_tta_accordion][\/vc_column][\/vc_row]<\/div>","protected":false},"excerpt":{"rendered":"<p>The Th\u00e9\u00e2tre-S\u00e9nart has a new, modern and inclusive visual identity, highlighting its diverse programme.<\/p>\n","protected":false},"featured_media":75086,"comment_status":"open","ping_status":"closed","template":"","class_list":["post-75123","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio-category-identite-en","portfolio-tags-culture-en","portfolio-tags-museums-en","portfolio-tags-entertainment-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v25.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Th\u00e9\u00e2tre-S\u00e9nart, Sc\u00e8ne Nationale - Visual identity<\/title>\n<meta name=\"description\" content=\"The Th\u00e9\u00e2tre-S\u00e9nart has a new, modern and inclusive visual identity, highlighting its diverse programme.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Th\u00e9\u00e2tre-S\u00e9nart, Sc\u00e8ne Nationale - 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