Etendard: Redefining the Visual Identity of the French Republic

An Experimental Reflection on French Territories Identity

The project, which began in August 2014 and concluded in December 2015, explores the pre-2016 territorial identity of France. François wanted to create a design that would resonate with the French people and spark conversations about their own vision of the country's identity. The project garnered overwhelmingly positive reactions, with most people appreciating the neutrality and logic behind the design.

Etendard consists of 27 logos representing the regions, 96 logos representing the departments, and one logo representing France as a whole. To ensure consistency, François created a single hexagonal grid that served as a model and guide for all elements of the project. The treatment of the regions and departments differs to enhance legibility and understanding. While the departments are stylized versions of the full armorial bearing, the regions are represented by strong synthesized symbols that are historically or symbolically legitimate.

The design process involved synthesizing and stylizing the historical symbols associated with the territories. François aimed to create a simple structure that would resonate with as many people as possible. By incorporating substantive elements from historical culture and formal elements from contemporary culture, Etendard strikes a balance between tradition and modernity.

Etendard received the Bronze A' Design Award in 2016 in the Graphics, Illustration, and Visual Communication Design category. This prestigious award recognizes designs that demonstrate creativity, resourcefulness, and a commitment to improving quality of life through art, science, design, and technology.

With its innovative approach to visual identity, Etendard has successfully redefined the way we perceive and represent the French Republic. It serves as a testament to the power of design in creating a unifying and inclusive national image.