Collective of photographers
Founded in 1991, Tendance Floue is a collective of sixteen French photographers who have won international awards for their work. At the crossroads of the social and cultural matters, documentary and artistic, the collective explores all the media of contemporary photography, without boundaries. Today, Tendance Floue has established itself as one of the majors in French photography. The greatest institutions, both French and international, are demanding their collective creativity. Therefore, we approached Tendance Floue to suggest a brand evolution.
An evolution of its brand identity which consist in reflecting its present scope and reputation. We actually wanted to give the collective a much more impactful and mature brand identity, more in line with its work. We also had the objective of making it recognisable and unavoidable, beyond its logo; therefore, we deployed its graphic codes in a more systematic way.
Our proposal (not selected): a more assertive presence of its red, in particular through the stripes on its supports. Mostly developed in pairs, these stripes frame the media, or even the photographs directly. A desire to put its creations into context by subtly referring to the singular photographic steps that characterise it, to brand each exhibition and edition of the collective by emphasising its positioning: "exploration".