The Geneva High School of Management (HEG-Genève), integrated into the HES-SO network, called on colegram to develop a new graphic charter. The objective? Harmonize its visual identity to strengthen the coherence and impact of its communication through its numerous programs and partnerships, while respecting existing institutional identities.
Since 1998, HEG-Geneva has trained tomorrow’s leaders in various fields related to management, management and information technologies. A stakeholder in the HES-SO, the institution offers Bachelor, Master and continuing education, as well as numerous partnerships with other Geneva establishments. Despite existing graphic fundamentals, its brand image requires an upgrade to gain impact and coherence. It is in this context that HEG-Geneva decided to entrust the colegram agency with the design of a graphic charter that matches its ambitions.
Genesis of the project
The first step of the project is to analyze in detail the graphic charters of the HES-SO, the HESSO-Geneva, several other Geneva HES and those of certain departments of the school which have acquired a certain visual autonomy. The challenge is to design a coherent graphic architecture, capable of bringing together the identity of the school, that of HESSO, as well as those of the different programs.
Defining a clear graphic line, while offering great flexibility of use: the stakes are high. Firstly, a palette of primary colors is redefined, supplemented by an expanded palette of complementary colors, making it possible to satisfy all present or future needs. The typography is chosen with care: colegram opts for the Clarika font, a “superfamily” which includes both geometric and grotesque versions, available in numerous weights. This choice makes it possible to maintain optimal readability for long documents, while remaining modern, in line with current trends.
Graphic line
A signature banner is structured to bring together the different logos of the institutions and departments concerned according to a clear and intelligible communication hierarchy. Depending on the types of media considered, this banner finds its place at the head or footer of the page.
A system of margins proportional to the logo is imagined and supplemented by a flexible construction grid. The latter allows you to organize content into four main areas, which can be reordered freely. This system offers a very wide diversity of possible layouts, while maintaining the DNA of the visual identity. The “power of the flexible framework”, a formula dear to the agency, should make it possible to offer sufficient freedom to the numerous program directors and creatives who will produce media in the future, while maintaining a common and identifiable graphic tone.
The new graphic charter includes a complete range of media: stationery, office templates, OOH (Out of Home) communication, print and digital communication.
