{"id":31854,"date":"2015-10-16T15:53:06","date_gmt":"2015-10-16T14:53:06","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=31854"},"modified":"2019-06-26T08:31:55","modified_gmt":"2019-06-26T07:31:55","slug":"le-gardien-devoile-la-marque-guidelines","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/fr\/business-marketing\/the-guardian-unveil-brand-guidelines\/","title":{"rendered":"Le Guardian d\u00e9voile ses lignes directrices en mati\u00e8re de marque"},"content":{"rendered":"
<\/div>

<\/p>\n

Afin de consolider l'ADN de sa marque, The Guardian a d\u00e9voil\u00e9 ses lignes directrices officielles pour garantir une \u00e9volution constante plut\u00f4t qu'une r\u00e9volution.<\/em><\/h3>\n

\u00c0 l'instar de Ben Barry, l'ancien concepteur de Facebook, Alex Breuer et Chris Clarke ont \u00e9t\u00e9 confront\u00e9s \u00e0 un d\u00e9fi de taille lorsqu'ils ont \u00e9t\u00e9 nomm\u00e9s directeurs de la cr\u00e9ation au Guardian. L'objectif \u00e9tait de rassembler la myriade de styles, de couleurs et de motifs diff\u00e9rents qui composent la marque Guardian.<\/p>\n

\"Marque
Image @GuardianDesign<\/a><\/figcaption><\/figure>\n

Pour ce faire, ils ont d\u00fb travailler avec leur \u00e9quipe pour \u00e9laborer une strat\u00e9gie qui permettrait une compr\u00e9hension facile de la marque dans l'ensemble de l'entreprise, les valeurs de chaque d\u00e9partement et de l'ensemble de l'entreprise \u00e9tant facilement compr\u00e9hensibles par les lecteurs. Le premier point \u00e0 l'ordre du jour \u00e9tait la typographie, qui a \u00e9t\u00e9 compar\u00e9e \u00e0 l'\u00e9criture humaine. Il s'agit du premier point de contact avec le lecteur et elle doit \u00eatre imm\u00e9diatement reconnaissable. La police de caract\u00e8res est d\u00e9sormais d\u00e9finie \u00e0 l'aide d'une s\u00e9lection de 8 polices diff\u00e9rentes et d'un guide recommandant le moment o\u00f9 elles doivent \u00eatre utilis\u00e9es.<\/p>\n

\"Couleurs
Image @GuardianDesign<\/a><\/figcaption><\/figure>\n

L'\u00e9l\u00e9ment crucial suivant de la marque \u00e0 \u00e9valuer par les nouveaux directeurs de la cr\u00e9ation \u00e9tait la couleur. Elles donnent des indices aux lecteurs et permettent une navigation harmonieuse dans le journal ; en parlant d'harmonie, les couleurs utilis\u00e9es doivent toujours s'accorder entre elles et \u00e9viter de se heurter ; cela facilitera le voyage dans le journal et constituera des rep\u00e8res pratiques pour sugg\u00e9rer le type d'article.<\/p>\n

\"Signaux
Image @GuardianDesign<\/a><\/figcaption><\/figure>\n

Le r\u00e9sultat est un vaste paysage identitaire, complexe mais en parfait \u00e9tat de marche. Plus qu'une simple t\u00eate de m\u00e2t, chaque \u00e9l\u00e9ment a un sentiment d'appartenance et fonctionne comme un rouage pour faire avancer la marque en tant qu'unit\u00e9, ce qui est reconnu depuis le plus petit favicon de leur logo \"roundel\" jusqu'\u00e0 la th\u00e9orie des couleurs qui sous-tend le contenu des diff\u00e9rentes sections. Alex et Chris ne s'arr\u00eatent pas l\u00e0 ; la marque peut maintenant continuer \u00e0 \u00e9voluer avec un cadre clair et un sens de la direction pour permettre l'articulation et l'expression avec des fondations solides et une marge de man\u0153uvre claire pour la croissance.<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":23,"featured_media":31859,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[890],"class_list":{"0":"post-31854","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing","8":"tag-branding"},"acf":[],"yoast_head":"\nThe Guardian Unveil Brand Guidelines | Solopress<\/title>\n<meta name=\"description\" content=\"In a bid to solidify their 'brand DNA', The Guardian have now unveiled their official guidelines to ensure 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