Atalante / Fondation Cartier pour l’art contemporain
The Fondation Cartier’s goal was to integrate the Cartier group’s logotype into the foundation’s new visual identity. It was important to avoid creating a new image or sign that could compete with or diminish the existing Cartier logo. The solution is based on the Cartier group’s logotype and the creation of a typographic system that exists as an extension of it. The typographic system allows for a harmonious and coherent overall identity, integrating the words “Fondation” and “pour l’art contemporain” to the italic Cartier logo. The same typeface is also used to set text on all the various communication materials: Exhibition posters and programs, invitations, press kits, entrance tickets, etc.