Created in 1991, Tendance Floue is a collective of sixteen French photographers who have won international awards for their work. At the crossroads of the social, cultural, documentary and artistic, the collective explores all the media of contemporary photography, without any restrictions. Today, Tendance Floue has established itself as a major figure in French photography. The most important institutions, both French and international, are demanding their collective creativity. We approached the collective to suggest a brand evolution.
An evolution of its graphic and visual identity with two objectives: to better reflect its scope and reputation, and to provide it with a more impactful and mature identity, in line with its work. To make it recognisable and unavoidable, beyond its logo, thanks to a systematic deployment of graphic codes.
Our proposal: a more assertive presence of its red, in particular through the manifestation of stripes on its supports. Mostly developed in pairs, these stripes frame the media, or even the photographs directly. A desire to put its creations into context by subtly referring to the singular photographic steps that characterise it, to brand each exhibition and edition of the collective by emphasising its positioning: "exploration".
