Cover of Graphisme en France 2017, issue 23, in English. Graphic design: Elsa Aupetit & Martin Plagnol - Kiösk.

The 23rd issue of Graphisme en France addresses logotypes and visual identities for the first time — a subject central to the work of graphic designers.

This vast subject is looked at from a number of angles, providing a broad understanding of its origins and practices rather than an exhaustive study.

Roger R. Remington, historian and director of the Vignelli Center for Design Studies, surveys the origins and evolution of visual identities in the USA, while a text by the immensely influential American designer Paul Rand, dating from 1991, provides insight into his standpoint, about which he wrote extensively. Vivien Philizot, himself a designer and researcher within the field of visual studies, provides an overview of the history of logos, deciphering their impact and meaning within our visual environment. Ruedi Baur, designer and creator of numerous visual identities for companies in France and abroad, shares his recommendations in the light of his experience. And lastly, the designer Martin Lorenz, discusses his work on flexible visual identities as a result of the spread of digitalisation.

The graphic designers of this issue, Elsa Aupetit and Martin Plagnol, both graduated from the École Nationale Supérieure des Arts Décoratifs in Paris in 2012, before setting up their own studio, Kiösk, in 2015. They chose to design this issue like a technical publication, looking to the structure of graphic standards manuals for inspiration. Their use of Programme, a typeface created by the Swiss designers Maximage, allows for variations while giving the whole issue a strong identity.

The Centre National des Arts Plastiques (CNAP) works alongside its national network of graphic designers and typographers, promoting their work through collaborative ventures to an ever wider audience, and providing a better understanding and recognition of their practices. 


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