Marchands de Presse | Julien Bergignat Design Practice

Marchands de Presse ⋅ Logo ⋅ Branding ⋅ Ux & Ui⋅ App

Context

In the ever-evolving landscape of media and information, the French Ministry of Culture initiated a call for proposals at the end of 2022 aimed at redefining the visual identity of newsstands, symbols of information dissemination and culture at the heart of our cities and neighborhoods.

Faced with this opportunity to rethink the iconic symbol of the quill, I undertook meticulous research and design work, with the aim of capturing the essence of contemporary press while honoring its historical legacy. This is not a real project, but a fictitious and personal one, while awaiting the result chosen by the government.

Fictitious training project for Les Marchands de Presse (Newsstand vendors / News Vendors), carried out following the French government’s call for projects for the design of their new logo at the end of 2022.

Who are « Les Marchands de Presse »?

News or Newsstand vendors represent one of the primary networks of local commerce, with nearly 21,000 points of sale. They provide a genuine public service by ensuring the impartial distribution of the press and citizens’ free access to a broad range of cultural and informational products.

News vendors sell newspapers, magazines, books, and sometimes other related products such as stationery, postcards, etc.

They are often located in news kiosks, bookstores, or specialized press shops. In France, News vendors can be independent businesses or affiliated with press distribution networks.

Newsstand vendors play a crucial role in disseminating information and culture through the retail sale of printed publications. They constitute a significant link in the distribution chain of written media and are often at the heart of the daily life of neighborhoods and communities.

The Logo Concept

At the heart of this reinvention lies a bold concept: a redesigned quill within a black circular shape. This silhouette subtly evokes the letter « P » for « Press, » while symbolizing unity and integration, crucial values for the media sector. It’s also a symbol reminding of dialogue, signaling that these spaces are conducive to exchange. The quill itself, in vivid red, embodies vitality, creative momentum, and the editorial strength of the media.

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The meaning of colors

The choice of a bright yellow background to accompany the red and black quill is not incidental. Yellow, vibrant and optimistic, evokes the light of knowledge and wisdom, while also catching the attention of passersby in the urban hustle. Red, on the other hand, symbolizes the urgency of information, the passion of debate, and the vitality of the press, while black lends timeless elegance and respectful gravity to the ensemble. Therefore, I aimed to maintain this color harmony by energizing it with a shade more in line with our era.

Modernization and Tradition

By reimagining the iconic logo of newsstand vendors, my initiative embodies a modernization approach while preserving the timeless and distinctive character of the newsstand industry. The innovative design of the redesigned quill captures the essence of contemporary press while paying homage to its rich cultural heritage.

Going further

Beyond the logo redesign, I have developed a holistic vision to enhance the experience of press consumers. The mobile application would offer a range of practical and enriching features: instant search for press information, access to culture and news podcasts, geolocation of the nearest newsstand vendors, and the ability to purchase scratch cards or participate in the lottery.

Competitive Analysis

It is interesting to note that Google News is a reference in terms of digital offerings, while physical outlets like La Maison de la Presse continue to be very popular. This observation underscores the importance of understanding the different distribution channels and consumer preferences in the press and media industry.

Diversity of Distribution Channels: The media and press industry faces a diverse consumption landscape, where consumers have access to a multitude of channels to obtain information. Digital platforms like Google News cater to the needs of consumers who prioritize convenience and instant access to information, while physical outlets like La Maison de la Presse offer a traditional and tangible shopping experience.

Complementarity of Channels: Instead of viewing digital and physical channels as competitors, it is important to recognize their complementarity. Many consumers use a combination of channels to access information, depending on their needs and preferences. For example, a consumer may read the news on Google News during the day and purchase a physical magazine or newspaper on the weekend.

User Experience: Physical outlets like La Maison de la Presse offer a personalized and often friendly shopping experience, where customers can interact with staff and discover new titles. In contrast, digital platforms like Google News offer a fast and personalized information experience, with access to a wide variety of sources and content.

Innovation Strategies: Companies in the press and media sector must continue to innovate and adapt their strategies to meet the changing needs of consumers. This may include developing more user-friendly digital platforms, introducing new features and services, as well as enhancing the customer experience in physical outlets.

Meeting the market needs

In the digital age, where access to information is omnipresent, our mobile application offers a user-friendly and versatile platform to meet the growing expectations of consumers regarding content and entertainment. By centralizing a multitude of services under one intuitive interface, we aim to simplify and enhance the user experience.

Utility and User-Friendliness

The primary goal of this application is to meet the diverse needs of modern consumers while strengthening the connection between newsstand vendors and their loyal clientele. Geolocation, for example, facilitates the discovery of new points of sale while ensuring optimal accessibility to users’ favorite press titles.

Features of the Mobile Application

Press Information Search: Users can browse a wide range of press titles, including national, regional, or specialized newspapers. This feature allows consumers to stay informed about the latest events, cultural trends, and important news while accessing in-depth analysis and diverse viewpoints. By providing instant access to a variety of journalistic content, the application meets the needs of consumers eager for reliable and relevant information, while strengthening the educational and informative mission of newsstand vendors.

Access to Culture and News Podcasts: In addition to written articles, users can listen to podcasts covering a multitude of topics, such as culture, politics, economics, or arts and literature. This is a convenient alternative for consuming information and entertainment, tailored to current lifestyles. By offering varied and engaging audio formats, the mobile application expands the range of content accessible to users while fostering engagement and interactivity with the media.

Geolocation of Newsstand Vendors: Through geolocation, users can quickly locate the nearest newsstand vendors to their current location. This option facilitates the search for physical outlets while offering a sense of proximity and personalization. By simplifying the process of searching for and accessing newsstand vendors, this feature enhances the visibility and relevance of local establishments while encouraging customer traffic and loyalty.

Purchase of Scratch Cards or Participation in the Lottery: By integrating the option to purchase scratch cards or participate in the lottery, the mobile application expands its range of services and entertainment, thus meeting the diverse expectations of consumers. This adds a playful and interactive dimension to the user experience while generating additional revenue for newsstand vendors and enhancing their attractiveness as entertainment destinations.

By combining these different features within a user-friendly and intuitive interface, the mobile application of newsstand vendors offers an enriching and personalized experience, meeting the varied needs of modern consumers while strengthening the vital connection between print media and its audience.

Conclusion

In summary, my project to redesign the logo of Newsstand vendors and develop the associated mobile application represents a unique opportunity to reaffirm the central role of the press in our evolving society. Through an innovative and inclusive approach, this work aims to revitalize the image of news distributors while enhancing their cultural and social impact. I am convinced that this initiative will generate increased interest among consumers passionate about the press and culture.

INFO

Brand : Les Marchand de Presse

Company : French Government

Released in : 2024

Status : This is a personal project. There is no affiliation or direct link to the French government or Les Marchands de Presse.