Diplomatie Studio’s identity for Paris Electronic Week 2022 is a kaleidoscopic collision of colour
Parisian creative practice Diplomatie Studio, founded by Léo Marsal and Florian Brennemann, have channelled a kaleidoscopic collision of colour, movement and music within the identity of Paris Electronic Week 2022, celebrating its 10th anniversary. Dynamic, emotive and chromatic, the musical festival’s brand fits effortlessly alongside its featured music, feeling as electric and characterful as those behind the scenes whilst firmly exploring the prowess of electronic artistry.
“We wanted to reflect something more institutional without falling into the identity of an electronic festival,” the designers tell us. “We wanted a confrontation between intense images that bring back the festive side,” they add, “and a calmer part that brings back the conferences and the conventions of the electronic music world,” creating a transitional aesthetic and conceptual tone confidently pulling away from one another. “We wanted to work in two directions,” they add, “an experimental part with colour images, and a factual part including text and information about the festival,” all the while creating a powerful typographic system that could withstand the necessary load of information and outputs.
To handle the practical weight of the festival’s identity, Diplomatie Studio opted for Dinamo’s Monument Grotesk as the hero typeface, relying on the sans serif’s stark yet striking construction to translate the necessary levels of accessibility and character. “The choice of the Monument Grotesk typeface was a natural one as it is the typeface we used for the visual identity of Technopol,” the festival’s organiser, Marsal and Brennemann explain. “Moreover, this typeface seems appropriate for the visual communication of an event,” they add, “corresponding perfectly to our expectations,” those being the effervescent, chromatic imagery.
“The colour images were made from royalty-free videos that we then reworked,” Marsal and Brennemann recall, “by homogenising them and working on the colours and shapes,” resulting in a hallucinogenic rave-like vibe that effortlessly contrasts to the stark typography. “The pixels of the videos intermingle and merge according to the movement of the body,” they conclude, “we then extracted these images to create the static parts of the identity,” culminating in a distinctive combination of crisp typography and a rich, digital texture.