{"id":168,"date":"2019-02-06T16:19:32","date_gmt":"2019-02-06T15:19:32","guid":{"rendered":"https:\/\/www.france-webdesign.com\/?p=168"},"modified":"2019-02-06T16:19:32","modified_gmt":"2019-02-06T15:19:32","slug":"company-visual-identity","status":"publish","type":"post","link":"https:\/\/www.france-webdesign.com\/en\/identite-visuelle-entreprise\/","title":{"rendered":"A Company\u2019s Visual Identity"},"content":{"rendered":"
[et_pb_section fb_built="1" admin_label="About Us Section" _builder_version="3.22.3" background_image="https:\/\/www.france-webdesign.com\/wp-content\/uploads\/2018\/12\/creation-sites-vitrine.jpg" custom_margin="|5%||5%" custom_margin_tablet="" custom_margin_phone="|0px||0px" custom_margin_last_edited="on|phone" custom_padding="10%|||" animation_style="zoom" animation_direction="top" animation_intensity_zoom="5%" box_shadow_style="preset7" box_shadow_horizontal="0px" box_shadow_vertical="-200px" box_shadow_color="#ffffff"][et_pb_row admin_label="About Us Area" _builder_version="3.25" background_size="initial" background_position="top_left" background_repeat="repeat" custom_padding="77px|0px|0px|0px|false|false" column_structure="2_3,1_3"][et_pb_column type="2_3" _builder_version="3.25" custom_padding="|||" custom_padding__hover="|||"][et_pb_text admin_label="Title" _builder_version="3.27.4" text_font="Montserrat||||||||" text_text_color="#747d88" text_font_size="16px" text_line_height="1.9em" header_font="||||||||" header_text_align="left" header_2_font="Montserrat|700||on|||||" header_2_font_size="42px" header_2_line_height="1.3em" background_color="#f7f7f7" background_size="initial" background_position="top_left" background_repeat="repeat" max_width="700px" module_alignment="left" custom_margin="|||" custom_padding="10%|10%|10%|10%" animation_style="slide" animation_direction="bottom" animation_intensity_slide="4%" animation_starting_opacity="100%" box_shadow_style="preset1" box_shadow_vertical="15px" box_shadow_blur="45px" box_shadow_color="rgba(0,0,0,0.15)" locked="off"]<\/p>\n

Identit\u00e9 visuelle d’une entreprise<\/h1>\n

\u00a0Bien l’identifier et la choisir<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_3″ _builder_version=\u00a0\u00bb3.25″ custom_padding=\u00a0\u00bb|||\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1″ _builder_version=\u00a0\u00bb3.22.3″][et_pb_row _builder_version=\u00a0\u00bb3.25″ background_size=\u00a0\u00bbinitial\u00a0\u00bb background_position=\u00a0\u00bbtop_left\u00a0\u00bb background_repeat=\u00a0\u00bbrepeat\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb3.25″ custom_padding=\u00a0\u00bb|||\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb3.27.4″]<\/p>\n

Choisir l’identit\u00e9 visuelle de son entreprise<\/h2>\n

Une identit\u00e9 forte est reconnaissable est \u00e0 la base de n’importe quelle entreprise \u00e0 succ\u00e8s. Mais que fait d’une identit\u00e9 visuelle un \u00e9l\u00e9ment reconnaissable, effectif et rentable?\u00a0V\u00e9ritable \u00e9l\u00e9ment de base pour une entreprise<\/strong>, l’identit\u00e9 visuelle est absolument cruciale et son \u00e9laboration doit \u00eatre savamment r\u00e9fl\u00e9chie.<\/p>\n

Appliquer toutes les valeurs morales et commerciales d’une marque aux supports visuels – qu’ils soient mat\u00e9riels ou immat\u00e9riels – pour clairement identifier, diff\u00e9rencier et promouvoir une entreprise. L’identit\u00e9 d’une marque est bien plus qu’un simple set d’\u00e9l\u00e9ments reconnaissables et transposables. C’est un symbole unique qui transcende les supports pour s’imprimer durablement dans l’esprit de l’observateur.<\/p>\n

Pourquoi l’identit\u00e9 d’une entreprise est-elle importante?<\/h2>\n
    \n
  • La diff\u00e9renciation<\/span>. <\/em>Tout d’abord, logiquement, cela permet de diff\u00e9rencier les entreprises les unes des autres. Indispensable pour se positionner correctement le march\u00e9 et atteindre la client\u00e8le cible.<\/li>\n
  • L’esprit.<\/span>\u00a0une entreprise restant une entit\u00e9 pour la majeure partie du temps morale, le visuel de celle ci sera la v\u00e9ritable carte de visite, la personnalit\u00e9 de l’entreprise. Celle ci aura vocation \u00e0 r\u00e9v\u00e9ler des sentiments chez les personnes qui la c\u00f4toient.<\/li>\n
  • L’identification<\/span>. Une identit\u00e9 visuelle r\u00e9ussie permet de distinguer une marque parmi d’autres et d’\u00e9tablir un contact percutant avec le consommateur. une marque r\u00e9currente et clairement identifiable aux yeux du client s’int\u00e9grera mieux dans sa m\u00e9moire. il s’agit ici te d\u00e9crire de mani\u00e8re artistique la raison d’\u00eatre de l’entreprise en sollicitant directement les \u00e9motions de l’observateur tout en \u00e9vitant de long texte. Prenons l’exemple Ryanair. Les couleurs tr\u00e8s vives choisies par la compagnie a\u00e9rienne pour son identit\u00e9 visuelle lui permet d’avoir un impact tr\u00e8s large et \u00e0 moindre co\u00fbt.<\/li>\n<\/ul>\n

    Les couleurs de la marque<\/h2>\n

    De nombreuses \u00e9tudes psychologiques ont d\u00e9montr\u00e9 que les couleurs avaient un impact important et diff\u00e9renci\u00e9 selon celles qui sont choisies. L’identit\u00e9 visuelle d’une entreprise comportera souvent une couleur dominante et une couleur secondaire.<\/p>\n

      \n
    • \u00a0Le bleu<\/span> a tendance \u00e0 \u00e9voquer la confiance. On le retrouve effectivement souvent dans l’identit\u00e9 visuelle des banques, par exemple.<\/li>\n
    • Le jaune et le rouge<\/span> expriment plut\u00f4t l’activit\u00e9, le mouvement, l’intensit\u00e9. Ces couleurs sont pr\u00e9f\u00e9r\u00e9es par les entreprises d’organisation d’\u00e9v\u00e8nements sportifs, par exemple.<\/li>\n
    • Le blanc<\/span> \u00e9voque plut\u00f4t la sagesse<\/li>\n<\/ul>\n

      La typographie<\/h2>\n

      la typographie de l’identit\u00e9 visuelle de l’entreprise aura \u00e9galement un impact psychologique important sur le client. Le lettrage est un outil tr\u00e8s puissant sur lequel les professionnels du marketing portent une attention toute particuli\u00e8re lors du choix de l’identit\u00e9 de la marque. Les polices de caract\u00e8re dites \u00ab\u00a0S\u00e9rif\u00a0\u00bb (pour lesquelles les lettres ont un \u00ab\u00a0bout pointu\u00a0\u00bb) ont beaucoup \u00e9t\u00e9 utilis\u00e9es aux d\u00e9buts de l’Internet et du web-design car consid\u00e9r\u00e9es comme sophistiqu\u00e9es. Elles ont cependant progressivement \u00e9t\u00e9 mises au rebut au profit des \u00ab\u00a0Sans S\u00e9rif\u00a0\u00bb. En effectuant un petit changement sur la police de caract\u00e8re de son logo, Google a provoqu\u00e9 un petit s\u00e9isme sur la toile et dans le monde du web design au d\u00e9but des ann\u00e9es 2010. Moins agressive et plus lisible, la police de type sans-serif et beaucoup plus utilis\u00e9 dans l’identit\u00e9 visuelle les entreprises de nos jours.<\/p>\n

      La tendance<\/h2>\n

      Les d\u00e9buts du Web-Design et de l’Internet ont pouss\u00e9 de mani\u00e8re g\u00e9n\u00e9rales les agences de communication a cr\u00e9er des logos et des identit\u00e9s visuelles complexes, comme si elles se devaient de prouver leur capacit\u00e9 a faire des visuels tr\u00e8s \u00e9labor\u00e9s, souvent rempli de caract\u00e8re sp\u00e9ciaux, d’ombres, de reliefs. Ces derni\u00e8res ann\u00e9es la tendance s’est invers\u00e9e. L’identit\u00e9 visuelle des marques s’est de plus en plus tourn\u00e9e vers des formes simpliste, \u00e9pur\u00e9es, minimaliste sans \u00e9l\u00e9ments superflus.<\/p>\n

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      Parlons de votre projet digital!<\/h3>\n

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      Recevez l’offre compl\u00e8te<\/p>\n

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      <\/p>\n","protected":false},"excerpt":{"rendered":"

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