A French accent

The goal was to create a typeface tailor made for a Paris fashion institute that wouldn’t fit London, Milan or Brussels. It had to feel very ‘French’, the reason behind adding the oversized accents to an elegant serif font. The accent is what is making French so … French, no? The new tone of voice of the school mixes French with English in all messages and plays around with verbal clichés about fashion and France.

Institut Français de la Mode
Type Design
France
2019

Credits
Sander Vermeulen Type Design and Design Direction
Matthieu Cortat Type Development
Thomas Leon Creative Direction and Graphic Design
Lea Wolf Graphic Design
Aurore Lechien Graphic Design

Most of the images shown are simulations made for presentations to the client to illustrate the identity.

Done at and in collaboration with Base Design
Copyrights Base Design