La Cantine

Brand Design

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A PLAYFUL BRAND

Digital is by meaning a culture of its own, not just a simple method, nor a binary speech and abstruses - but a real living and dynamic language-. This is where resides the issue of the articulation of immaterial data.
Digital technology offers us the possibility to infinitely measure and compute, using a binary method, just like the human brain. Beyond this binary speech, the human thought also nourishes itself of questioning, experimentations, failures and interactions. How can we, today, humanize these technologies?
How can we seize an abstract language to promote emerging cultures’ expression using a universal language?

 

La Cantine : the performer

We were interested by language and decoding to conceive a shape and a graphic principle : an allegoric alphabet which illustrates the digital language. The assemblage and scheduling of fragmented letters feature decoding. The shapes’ creation and the letters’ carving came out of the inspiration of using non-verbal communication tools such as morse, braille and ancient and modern languages’ alphabets.
Bichromie refers to bit, this method composed of just two values.
La Cantine decrypts to spread sense. With this formulation working-process, it guides, federates and unites a potentially infinite heritage.

THE READING-KEY


The trendy generative logos suggest an evolutive vision of a brand. But this evolution is an infinite loop. As lengthy and complex can this loop be, the mathematical algorithm animating it does not set for indispensable human features to an association : creativity, sharing and consciences’ relativeness.
The shapes and the alphabet that compose the logo are a common matrix to the member of the association. Our care was focused on the association’s identity, to the image of its performance, which could enrich from its members and stand for its diversity and capacity of renewal.
From this shapes and in the manner of a tangram, each can then re-create a new visual assemblage, picturing its interaction with the structure. These pictograms can easily constitute a data base describing the diversity and the constant evolution of the association.
This identity is collaborative, iterative and impermanent. It illustrates the wealthyness of human interpretations and their inventiveness.

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