Don’t touch my logo
Three years ago, an identity was created amid the buzz of NUMA’s set-up in the Sentier district. We had to be efficient, work fast and find a logo that could successfully convey this unique story. The work completed by the agency CBA was remarkable, and from this brief, the NUMA logo that you know and love was born.
In recent months, NUMA has made great strides, and we have strong ambitions for the future. To support this acceleration in our development, the need to reinforce the brand and leverage a stronger, clearer identity to convey NUMA’s DNA had become important.
Throughout our graphic productions, a key element always attests to its effectiveness. Regardless of the medium or target, our logo has proved to be a valuable asset, widely liked and a good reflection of who we are.
It draws its inspiration from an image representing a window open to the world, a symbol that reflects our position perfectly.
We have therefore decided to build our new identity on this solid foundation.
Getting back to basics
What is the aim of an identity? To clarify a brand’s communications? To make it identifiable? To send its targets subliminal messages written in RGB and CMYK? In our opinion, a good brand identity must be a fair illustration of the story you are attempting to write. This is the story that we wanted to tell you with these new brand codes.
The entire identity is based on this logo that is dear to us. One of the first principles was to leverage a strong brand icon, from which it is the direct result. This icon is the N in the NUMA logo, which opens up to welcome texts, ideas, pictures and illustrations. This N is open to everything, just as NUMA is open to all.
NUMA’s strength lies in its ability to bring together and be open to different men and women, to foster ideas important to a team, a company and society as a whole.
To play this part in full, we also wanted the N to act as a window opened onto an illustration, an image, any visual.
Contagious, our white paper on NUMA’s joint construction, starts with a Prévert-style inventory of our targets. It’s true, we communicate to all these people:
- Project owners
- Companies in all sectors, digital start-ups and start-uppers in spirit,
- Students and unemployed people,
- Children of the crisis or baby-boomers, trolls, artists,
- Communicators, retailers in the Sentier district, major companies,
- Associations, freelancers, elected representatives, active members of geek culture, programmers, hacktivists, etc.
You guessed it, NUMA is a happy melting pot. At NUMA, in the same day, you can see a training course for senior civil servants and an event on hacktivism. At NUMA, start-ups try to reduce your waste while others help you to chat people up on Snapchat.
Above all, NUMA is in Paris, but also in Moscow, Bangalore, Casablanca, Barcelona, Mexico City and will soon open offices in ten other cities across the globe. To talk about this, we needed at least twelve colours! But not just any colours.
These colours aim to be pleasant, fair and vibrant, but without arrogance, just as we picture the ideal employee.
These colours always work at least in pairs. What would we do on our own?
NUMA has recorded significant growth since its launch in 2013 and enjoys positive indicators for all its projections:
# Its turnover has quadrupled in 3 years,
# NUMA has opened offices in Moscow, Bangalore, Casablanca, Barcelona and Mexico City since March 2015,
# NUMA’s clients include 17 groups listed on the CAC40,
# 109 start-ups have been accelerated since 2011,
# Each start-up raises €1M on average,
# The team will have almost 60 employees at the end of 2016.
We also wanted this identity to reflect our drive for performance. To achieve this, we have designed our own typography for figures, inspired once again by the shapes in our logo.
On several occasions, NUMA has worked with artists and its illustrative style provides a genuine feature in the brand’s messages. We wanted to work with an illustrator to provide a creative signature to our messages through our own visuals that elegantly underscore our characteristics.
Each country in which NUMA has an office is illustrated by a window in the architecture typical of that country.
We have also designed visuals for each of our activities.
We will produce new visuals that you will see come to life as we develop our activities.
New brand identity: mission accomplished!
At the time of writing, the identity has been rolled out for a few weeks and each new production gives us the pleasure of noting that we made the right choices!
We will let you come to your own opinion.
Artistic leadership and graphic design: Laurianne Birre and Juliette Poggioli
Illustration: Perrine Grosjean
Web development: Alban Dumouilla, Luc Del Beato and Tristan Lebleu
Project management: Amélia Matar