Undergoing a brand redesign can be a painful and difficult process but graphic design agency Graphéine seems to have gotten this one right. They were tasked with updating the brand of the Paris Convention and Visitors Bureau whose mission was to welcome and inform visitors as well as promoting France as a destination. Usually, when you think of Paris, the Eiffel Tower comes to mind and one of the questions that came up was whether to use the symbol as part of the logo without it being too kitsch or overdone. The designers opted instead for simplicity and concentrated their efforts on using a typographic design that evokes the iconic tower using the "A" as a minimalist typogram.
In our proposal, the typogram becomes the central element. It hosts the iconography and becomes a window on "Paris." By its frame, it invites the eye to travel between letters, titles and images, creating curiosity.The first application of the logo was on the Paris Passlib, the official tourist pass of the capital that provides access to over 50 museums and monuments in Paris and Île-de-France. For the multilingual maps, city guides, sales manuals, etc., they hired Lyon illustrator Séverin Millet to do the colorful illustrations instead of using actual photos, which I think was a great decision and was also widely defended by the design team.
Read more about the project on Behance.