chloé motard
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branding & appropriation

creation of the logo and packaging of the social truck for the AFEV Toulouse association. The truck is available to associations, universities and town halls in the Toulouse region to enable young people to present their projects in public places.

Élodie and Olivier contacted me very excited about this new project they were setting up with the AFEV in Toulouse. AFEV offers young people an experience in civic service based on civic engagement, in collaboration with local associations. The social truck is a project that brought together actors from the Occitanie region, the city of Toulouse and the universities of Mirail and Paul Sabatier.

When we met, the truck was already reserved but they wanted to transform it so that it would be easily recognizable and drive people towards it.

Its layout had to be both serious and "playful", and if young people are the main target, it should allow residents and many audiences to meet, depending on the projects that will be presented with this truck.

As with each of my projects, we first took the time to discuss the social truck as a whole, about how they envisioned it evolving and the people and institutions involved.

Given the diversity of the actors of this project, and the target audiences, we really took the time to collect images corresponding to the tone and atmosphere desired for the visual identity of this truck on Pinterest. Then I introduced them to three moodboards that each developed a different aspect of the social truck and its communication.

for this first moodboard I proposed a game between typography and icons. This was to link all the posters communicating an event around the social truck. Associations or institutions using the social truck can then choose from the icons provided those that most correspond to their event and play with them in the composition of their posters and flyers. It is a way to ease the appropriation of the truck while maintaining visual coherence. This lead will be retained!

for this second moodboard I proposed to start with the idea of a "liquid" logo, i.e. one that exists in a multiplicity of forms. Once a visual and typographical system was defined, the logo could evolve, and therefore be a little different for each of the events taking place around the social truck.

this third track proposed a much more minimalist approach that would allow the truck and events to be recognized but without being too "talkative" in order to give more visual space to the projects taking place around the social truck.

for this first moodboard I proposed a game between typography and icons. This was to link all the posters communicating an event around the social truck. Associations or institutions using the social truck can then choose from the icons provided those that most correspond to their event and play with them in the composition of their posters and flyers. It is a way to ease the appropriation of the truck while maintaining visual coherence. This lead will be retained!

for this second moodboard I proposed to start with the idea of a "liquid" logo, i.e. one that exists in a multiplicity of forms. Once a visual and typographical system was defined, the logo could evolve, and therefore be a little different for each of the events taking place around the social truck.

this third track proposed a much more minimalist approach that would allow the truck and events to be recognized but without being too "talkative" in order to give more visual space to the projects taking place around the social truck.

From the chosen moodboard (track 1) I proposed 3 logo designs in the chosen line. We chose a "chatty" logo that clearly communicates the actions of the social truck: a mobile space to meet and chat over a coffee. From this logo I was able to draw the 6 icons that would then be used for online communications and event printing, and then make the actual truck wrapping.

pictogrammes du social truck
pictogrammes du social truck