Qualit'EnR

Identity consultation / Project rejected

Client

Found­ed in 2006, Qual­it’EnR is a not-for-prof­it asso­ci­a­tion ded­i­cat­ed to pro­mot­ing renew­able ener­gies (RE) in France. With a staff of around fifty, it brings togeth­er play­ers in the sec­tor to enhance the skills of pro­fes­sion­als and pro­mote their exper­tise. The asso­ci­a­tion cov­ers a range of renew­able ener­gy sys­tems: solar ther­mal and pho­to­volta­ic, wood ener­gy, heat pumps, geot­her­mal ener­gy, as well as con­dens­ing boil­ers and micro-cogen­er­a­tion since 2016.

Keywords

Brand iden­ti­ty / Dig­i­tal / Graph­ic sys­tems / POS / Stands / Sig­nage / Green­tech / Ener­gy / Rebranding

Goal

The aim is to mod­ernise the image of the asso­ci­a­tion and its brands, by reaf­firm­ing its iden­ti­ty, val­ues and DNA. The aim is also to strength­en its recog­ni­tion, cre­ate com­mit­ment and posi­tion Qual­it’EnR as a trust­ed third par­ty. Reflect­ing its devel­op­ment and ambi­tions while main­tain­ing the graph­ic con­sis­ten­cy of its com­mu­ni­ca­tion tools and achievements.

Solution

After con­sid­er­ing the search for an ide­al new type­face, I decid­ed to take a fresh look at the exist­ing iden­ti­ty, which is already based on two high-qual­i­ty fonts. In my opin­ion, these two fonts reflect the val­ues of Qual­it’EnR: Trade Goth­ic Extend­ed Bold, which embod­ies rigour and con­trol; and Volk­swa­gen Ser­i­al XBold, which, with its round­ness, evokes human­i­ty, empa­thy and close­ness. The com­bi­na­tion of these two type­faces reflects this balance.

The apos­tro­phe, the dis­tinc­tive sign of the iden­ti­ty, plays a cen­tral role in my pro­pos­al. I also plan to inte­grate all the punc­tu­a­tion marks into the brand’s design to rein­force its dynamism.

Punc­tu­a­tion n.f.

1. The art or man­ner of punc­tu­at­ing, of mark­ing paus­es in a sentence.

2. A sys­tem of graph­ic signs that con­veys the mean­ing, tone and nuances of a text, organ­is­es it, makes it eas­i­er to under­stand and com­pletes the mes­sage con­veyed by the words.

For these ini­tial pro­pos­als, I’ve changed the pro­por­tions of the apos­tro­phe drop to a square, round­ed the cor­ners slight­ly and adjust­ed the over­all lettering.

The artis­tic direc­tion should fol­low this direc­tion, with sim­ple, unclut­tered forms and mod­ern, read­able iconog­ra­phy, reflect­ing the right bal­ance between rigour and user-friendliness.