Innovation, creativity, requirement, history and benevolence are the values which the ESAM Design (École Supérieure des Arts Modernes de Paris) carries since 1949.
It is to retranscribe most faithfully these fundamental that we decided to reshape our visual identity.
To do it, we entrusted in M l’Atelier, based in 2010 by the former student of the ESAM Design (Hubert Munier), the care of translating visually this vision shared by the school.
The logotype articulates around the creation of letters (ESAM) which lean on the common bases of 2 sections (Design / Interior design and Graphic Design) : the primary forms (round, square and triangle). These geometrical figures are added the some to the others to create the initials of the school in a flexible esthetics to translate the creative aspect of the studies which it proposes.
These initials are structured in their turn in a composition which translates the rigor and the requirement which accompany these trainings.
The gap of the line of foot of the ESAM gives a wink in the section of Interior design where the notions of levels are dominant, and the layout which structures initials sends back to the skills of the Graphic Design.
Initial ESAM, although based on geometrical forms, keeps a soft aspect (the side benevolence) and incites us to want to play with them to write new stories.