Tendance Floue

Branding

Created 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, cultural, documentary and artistic, the collective explores all the media of contemporary photography, without prohibitions. Today, Tendance Floue has established itself as a major player in French photography. The most important institutions, French and international, ask for its collective creativity. We approached the collective to suggest a brand evolution.
An evolution of its graphic and visual identity with two objectives: to better reflect its importance and reputation, to provide it with a more impactful and mature identity, in line with its work. To make it identifiable and unavoidable, beyond its logo, thanks to a systematic deployment of graphic codes.
The proposal: a more assertive presence of its red, in particular by the manifestation of stripes on its supports. Developed mainly by two, these stripes frame the supports of expressions, even directly the photographs. A desire to put back in context its creations by evoking subtly the singular photographic steps which characterize it, to brand each exhibition and edition of the collective by emphasizing its statement: "the exploration".
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