Ille & Vilaine - Brand Identity

Client : Ille & Vilaine Tourisme

Services : Branding

Year : 2022

Link : https://www.ille-et-vilaine-tourisme.bzh/

Ille & Vilaine Tourisme

The mission of Ille & Vilaine Tourism is to accompany and connect all those who act for the development of tourism in Ille-et-Vilaine. This means professionals of accommodation, leisure and restauration sectors, as well as institutional actors of all kinds. The common objective is to develop and structure an offer for local and proximity targets, around slow themes, and in the approach of a sustainable tourism. With this in mind, we were asked to create a new identity, a story for the territory and a graphic charter. Our goal : to make the personality and soul of Ille & Vilaine shine through, while fully assuming the territory's DNA.

A generative logo

Among all the visual identity ideas presented, the generative logo was the one that was chosen. Innovative and unique, reflecting the emotional richness of the territory, this logo is sensitive, spontaneous and gentle. It reflects a desire for a more horizontal, more open, more sensitive marketing.
In a world where most logos are based on the principle of identical repetition of a visual sign with the objective of memorization, we wanted to make our logo a rich emotional experience, with the objective of impact and meaning. We gave ourselves permission to be more surprising than a simple logo frozen and identical on each speech, leaving a place to let go.
Because the real journey is not to look for new landscapes but to have new eyes, we leaned for a visual identity as versatile as the diversity of landscapes, and as sensitive as the look of each individual.

Graphic principles

The visual identity of Ille & Vilaine Tourisme is declined with two graphic principles.

1. The first uses the different patterns from the logos. As for the logos, the possibilities of patterns are endless, they must however follow the rules of contrast and sequence pleasant to the eye.

2. The second uses these patterns in a threaded version. The "threads" are used to frame an element of the picture. This makes the subject of the image clearer, while adding a fine and refined touch.