Tendance Floue


Tendance Floue
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".
Animation of the fonts used for the branding of Tendance Floue
White business cards with white embossed logo and red brand symbol
Front and back business cards with white embossed logo and red brand symbol and contact information
Front and back envelopes with red branding and mailing information
Letterhead with Tendance Floue logo, text, signature and red stripes
Letterhead standing on a stone block with vertical business card next to a stone block
Three exhibition catalogs with black and white cover image and red brand symbol
Side view of stacked exhibition catalogs
Two exhibition tickets with red stripes, information and barcode
Three exhibition posters one after the other in a subway corridor
Exhibition poster in a bus shelter billboard
Exhibition wall with text, black and white image and red stripes in front of a bench in an exhibition room
Six black and white photographs in red frames on a white wall
Six white booklets with red stripes lined up with the letters A, Z, I, M, U, T on a black background
Laptop showing the complete scroll of the homepage of the website
Laptop showing the full scroll of a page of the website
Smartphone showing Tendance Floue's Instagram account
See the project on topologies.studio
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