Atelier 40 – Groupe Artistique
Atelier 40 – Groupe Artistique defines itself as a theatre maker for people, a locally grounded theatre company.
Based in Villeneuve-de-Marsan, in Landes department (40), France, Atelier 40 defends modern theatre, is close to its public et profoundly human.
Creative brief
Atelier 40 wanted a modern logo that would convey its ideal of sharing and engagement. Also, the whole name and tagline, “Atelier 40 Groupe Artistique” were to fit into the logo.
The client added another constraint: to not use any of the usual theatre iconography, such as Commedia dell Arte masks. Nor should be used theatre curtains since the company often plays outside or in places other than its own stage.
Design options & choices
Very soon, during the sketching phase, the industrial style became evidence, like the one found in metallic signs.
As it happens sometimes, another concept emerged as I was reproducing sketches into vector design.
In the end, I proposed the three following concepts to the client.
Refinement
The client chose the 1st concept for its legibility.
Moreover, the client liked that the number 40 recreates the shape of a stage and seats.
But for this concept, I had proposed 2 different fonts to choose from for the tagline. Indeed I wanted to let the client decide between the two fonts. While the cursive one relates to the artistic nature of theatre, the typewriter-like font emphasizes the playwriting activity of the company.
After careful consideration, the client chose the latter along with the highlighting of the number 40.
To maintain an industrial look, I chose a simple grey for the 40. Besides, it helps to see another layer in the name: the French word “LIER” –connect in English– appears which happens to be one of Atelier 40’s ambitions.
Finally, since the finalised logo does not make a good icon nor a suitable favicon, we opted to isolate the number 40 and apply a coloured background. The colour was the only element we kept from the old Facebook profile picture of the Atelier 40.
To see this favicon in context, as well as the logo, you can visit the Atelier 40 website which I also designed.
Client feedback
Anne Jannier created the logo for our theatre company in 2020. She was able to guide us by being very attentive to our expectations and demands. Very good teacher, she explained to us the process of creation, delivery and use according to each media (print, web). I recommend her neat and creative work, chic and sober, exactly what I was looking for. Thanks to her.
Élise DUBROCA, co-founder, Atelier 40 – Groupe Artistique
