The French Government, as part of it strategy to rejunvenate it tourism industry, has created a new France brand that includes a new logo and tagline. The objective was to establish a strong, united visual identity that can be used throughout the industry and to standardize the image of France worldwide. Advisors to the plan wanted a logo that is striking, witty and generous to express three traits that make…
The French Government, as part of it strategy to rejunvenate it tourism industry, has created a new France brand that includes a new logo and tagline. The objective was to establish a strong, united visual identity that can be used throughout the industry and to standardize the image of France worldwide. Advisors to the plan wanted a logo that is striking, witty and generous to express three traits that make France unique:
- liberty: independence, creativity, imagination, boldness, spontaneity, a multitude of possibilities
- authenticity: history, heritage, culture, nature
- sensuality: pleasure, epicureanism, romance, intensity, passion, femininity
The design is a fluid feminine figure that is modern, sensual, timeless and forward-looking. The tagline “Rendez-vous en France” is an integral part of the logo. It is a universal term often associated with a romantic rendez-vous that is an attractive concept for all cultures. Strategically, it creates a feeling of immediacy to go to France and it is easily applied to a variety of uses:
– by region: “Rendez-vous en Alsace”
– by product: “For golf, rendez-vous en France”
– by event: “Rendez-vous au Festival de Cannes”
The France brand will soon be used by Maison de la France, The French Government Tourist Office and its 35 foreign offices for all consumer advertising and communications including co-op campaigns with its partners and on all promotional documents. It will also be made available to American and French travel professionals.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
