The combination of roundness and typographic redesign for the facelift of this worrmark fulfils two objectives: capitalizing on the very human character of the city - with a smiling typography - and institutionalizing the territorial brand. Our facelift of the urban area's visual identity has made it possible to create the PAU wordmark common to all identities.

Each capital has its own totem, Pau has its Pyrenees mountain. The integration of the peak icon was previously within the letter P. We decided to move the counter-form to the letter "A". This transformation allows a rebalancing of the typogram and gives Pau a greater harmony around a pyramidal construction.

By removing overly decorative finishes, all attention is focused on the "capital A" and its Ossau Peak. Blue colour directly evokes the Pyrenean environment. We kept the blue of the logo and brightened it to give Pau a unique "Nousté Blu" colour ["Our blue" in Béarnais, the local dialect].

From this tailor made wordmark was born the dedicated Pau Display typeface. This typography used for the whole communication is an inhouse font creation. The exclusive Pau Display typography extends the wordmark identity with capital letters and lowercase letters inspired by Art Deco, smiling and generous. This dedicated typography, which is used across all communication media, completes and widely disseminates the visual identity.

The creation of PAU logotype allows the construction of a strong and memorable brand platform. The wordmark principle is integrated into all the subbrands: Ville de Pau, Pau Béarn Pyrénées Communauté d'Agglomération, Pau Mobilités and Pau Béarn Pyrénées Tourisme. It's also used for all the city's sectoral public policies, events and infrastructures.

The anaphor of the word "capital" reinforces territorial communication and makes it possible to clearly identify the sectoral policies carried out in the idea of a label that marks out communication campaigns: Pau Economic Capital, Pau Green Capital, Pau Cultural Capital... The identity of the city is articulated around a brand architecture which is spred to all its services and policies thus allowing an excellent identification.

The composition principles play on reconciliation of antagonisms and in particular call for smiles and good living in an urban environment.
For the launch of the territorial brand, a poster campaign unveiling the Pau Capitale Humaine logo, combining an iconography that shows the good life of the territory, was distributed throughout the city. Graphéine was in charge of the artistic direction, casting and shooting of these photographs taken directly in Pau.

The city's covered local market have been undergoing renovation since 2017. For the reopening of the area dedicated to retailers and restaurants, our agency also supported the SPL des Halles for the creation of its own brand identity. The city's wordmark has been adapted for the local market and is accompanied by a festive and colourful communication. A series of illustrations integrating characters, animals, fruits, vegetables... at the heart of humorous and offbeat scenes sets the tone. These illustrations work in series; they are adorned and evolve over the course of the various festivities.