Paul Beuscher - Brand identity
16720
1711
68
Published:
  • Add to Collection
  • About

    About

    Paul Beuscher is a department store of musical instruments and a music bookshop in Paris, and a mythical address for musicians. The brand has bee… Read More
    Paul Beuscher is a department store of musical instruments and a music bookshop in Paris, and a mythical address for musicians. The brand has been part of the Parisian landscape since 1850, and has not changed its address since its creation, occupying an area of over 1000m² at 27 boulevard Beaumarchais, in the heart of the Bastille district. Since then, this legendary name has accompanied the great changes in music in France, from the golden age of French song in the 1950s and 1960s, to the importation of the first Gibson and Fender guitars, to the launch of the first self-service music bookshop. After a consultation, Paul Beuscher turned to Brand Brothers for a complete redesign of its brand identity. During a close collaboration lasting more than 6 months, we worked on the brand's new graphic language by developing a rich and structured visual system. The objective was to bring Paul Beuscher back into the circle of fine Parisian retailers, capitalizing on a famous name, and prepar Read Less
    Published:
_
EN

Paul Beuscher is a department store of musical instruments and a music bookshop in Paris, and a mythical address for musicians. The brand has been part of the Parisian landscape since 1850, and has not changed its address since its creation, occupying an area of over 1000m² at 27 boulevard Beaumarchais, in the heart of the Bastille district. Since then, this legendary name has accompanied the great changes in music in France, from the golden age of French song in the 1950s and 1960s, to the importation of the first Gibson and Fender guitars, to the launch of the first self-service music bookshop.

After a consultation, Paul Beuscher turned to Brand Brothers for a complete redesign of its brand identity. During a close collaboration lasting more than 6 months, we worked on the brand's new graphic language by developing a rich and structured visual system. The objective was to bring Paul Beuscher back into the circle of fine Parisian retailers, capitalizing on a famous name, and preparing the brand for innovations that it embraces on a daily basis. Within the new logo, based on an original typography, there is a subtle eighth note in the "P", and is declined in a monogram "PB" which identifies the sign in a statutory and timeless way. This bold and structured typogram is accompanied by a new collection of signs, messages, symbols and colours, which allows infinite combinations and makes the sign much more distinctive and identifiable. From guitar covers to paper bags, street posters to product sheets, stationery and tote bags, we have developed a simple, rhythmic and graphic system. Opening of the Paul Beuscher store, which was updated by Hekla's architects in the first quarter of 2019, in accordance with the new graphic charter.

_
FR

Paul Beuscher est un grand magasin d'instruments de musique et une librairie musicale à Paris, et une adresse mythique pour les musiciens. L'enseigne fait partie du paysage parisien depuis 1850, et n'a pas changé d'adresse depuis sa création, occupant une surface de plus de 1000m² au 27 boulevard Beaumarchais, au coeur du quartier de la Bastille. Depuis, ce nom légendaire a accompagné les grandes mutations de la musique en France, de l'âge d'or de la chanson française dans les années 50 et 60, en passant par l'importation des premières guitares Gibson et Fender, ou le lancement de la première librairie musicale en libre-service.
A l'issue d'une consultation, Paul Beuscher s'est tourné vers Brand Brothers pour la refonte complète de son identité visuelle. Au cours d'une collaboration étroite de plus de 6 mois, nous avons travaillé sur le nouveau langage graphique de la marque en développant un système visuel riche et structuré. L'objectif était de faire revenir Paul Beuscher dans le cercle des belles enseignes parisiennes, en capitalisant sur un nom célèbre, et en préparant la marque à des innovations qu'elle embrasse au quotidien. Au sein du nouveau logo, basé sur une typographie originale, se dessine subtilement une croche dans le 'P', et se décline en un monogramme 'PB' qui identifie l'enseigne de manière statutaire et intemporelle. Ce typogramme, gras et structuré, s'accompagne d'une nouvelle collection de signes, messages, symboles et couleurs, qui permet des combinaisons infinies et rend l'enseigne bien plus distinctive et identifiable. Des housses de guitare en passant par les sacs en papier, des affiches de rues aux fiches produit en passant par la papeterie et les tote bags, nous avons décliné un système simple, rythmé et graphique. Ouverture du magasin Paul Beuscher remis au goût du jour conçu par les architectes de Hekla au premier trimestre 2019, en accord avec la nouvelle charte graphique.