Totem Theory Design & Branding PAPERMIND by Landor Paris


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Industry Website
Media Design & Branding
Market France
Agency Landor Paris
Creative Director Jason Little Re
Designer Si Liu, Ekaterina Leontyeva
Released February 2012

Credits & Description

Category: Logo Design
Advertiser: TOTEM THEORY
Product/Service: PAPERMIND
Associate Client Manager: Anita Lim (Landor Associates Paris)
Client Manager: Benedicte Avrillon (Landor Associates Paris)
Senior Consultant: Alexandre Morvan (Landor Associates Paris)
Creative Manager: Habib Patel (Landor Associates Paris)
Creative Director: Jason Little (Landor Associate Paris)
Managing Director: Luc Speisser (Landor Associate Paris)
Production Artist: Olivier Thoi (Landor Associate Paris)
Strategic Planning Consultant: Clément Chabert (Landor Associate Paris)
Designer: Si Liu (Landor Associate Paris)
Designer: Ekaterina Leontyeva (Landor Asociates Paris)
Media placement: Previous Site For Investors - Web - 1 February 2012

Describe the brief from the client
Between of the chaos of the web and the often irrelevant advice of cultural gurus, Papermind is a new brand and a recommendation website, based on an innovative algorithm developed by INRIA (Institut National de Recherche en Informatique et en Automatique).
Papermind provides customised recommendations tailored to the taste of the user (based on his interests and past choices), opening up new opportunities for the discovery of the arts.
The first phase of this ambitious new brand program is about developing a corporate brand identity and positioning.

Describe the challenges and key objectives
The challenge was to translate, by means of the visual identity and the tone of voice:
- The emotional benefit of this new technology
- The tailoring of the logo to each user.

Describe how you arrived at the final design
We developed an identity making the intangible, tangible; rendering visible the emotional spark, which occurs when experiencing the culture you love.
A spark motif is used as a metaphor, and a palette of sparks was developed to represent a wide range of emotions.
A graphic language was created to convey the many aspects of cultural experiences. The photographic style is also driven by the spark motif.

Give some indication of how successful the outcome was in the market

The impact of the Papermind identity is only beginning to unfold: F. Rossignol the MD of Totem Theory quotes: “The agency’s creative work is very impressive in its ability to restore a sense of service. Bravo” and “Your creation has strongly served us to integrate the ‘Gaité Lyrique’ (the hotbed of the digital culture in Paris) and also to obtain a necessary second round of fundraising".