A wave of modernity

An iconic town in Finistère, Concarneau has a strong identity shaped by the sea: a city of sailors, a seaside resort, and a heritage site. But like many coastal areas, Concarneau is currently facing profound changes: evolving lifestyles, residential appeal, economic diversification, ecological transition, and increased competition between tourist destinations. These changes raise questions about how the city presents itself and communicates its identity.

The previous visual identity was no longer able to fully respond to these challenges. With outdated graphic codes and unclear uses, it struggled to reflect the real dynamism of the area and the vision of the municipality. The City of Concarneau therefore decided to completely overhaul its identity, not as a simple aesthetic exercise, but as a strategic lever to support its regional development project.

The challenge was twofold. On the one hand, to modernize the city’s image to better support its development: a city that is active all year round, focused on maritime innovation, ocean racing, research, naval industries, and the blue economy, without denying its roots. On the other hand, to enhance Concarneau’s appeal and recognition among a variety of audiences: residents, new households, young professionals, economic players, visitors, and institutional partners. The identity had to become a common unifying foundation.

The work carried out by Graphéine was based on an in-depth diagnosis and analysis of the territory. This stage highlighted Concarneau’s key strengths: a unique maritime and historical heritage, a privileged coastal location, recognized expertise in the naval world, and a sought-after quality of life. It also revealed certain tensions: an image sometimes perceived as static or seasonal, an aging population, and the need to attract new profiles to keep the city alive in the long term.

These observations gave rise to a new positioning: “Concarneau, the spirit of the open sea,” an open, dynamic, and fluid city, capable of navigating between tradition and modernity. A city shaped “by and for” the sea.

The new visual identity is based on a typographic logo designed to be a true symbol of the region. At the heart of the logo, the word “Eau” (water) becomes an identity marker in its own right. The specific treatment of the last letters evokes a wave, a line of moving water, recalling the omnipresence of the sea in the history and daily life of Concarneau. This fluid sign introduces a notion of movement, breath, and continuity, linking heritage, port activities, and future horizons. Water is not a backdrop: it structures the narrative and embodies the energy of the region.

This narrative is extended in the detail of the “A,” which incorporates the silhouette of a boat. Discreet but meaningful, this symbol refers to the call of the sea, maritime tradition, ocean racing, and the spirit of exploration that characterize Concarneau. It expresses a city that is outward-looking, connected to the world, without ever breaking with its roots.

The color palette, dominated by a bright, vivid blue, reinforces this positioning. The graphic system, structured by a rigorous grid and compositions inspired by nautical flags, ensures consistency and adaptability across all media. The identity thus becomes a clear, lasting, and vibrant language, faithful to the maritime and contemporary spirit of Concarneau.

With its angular lines, the typography reflects the strength of Concarneau’s port, maritime, and industrial heritage.

Thank you to Marc Bigot, Mayor, Quentin Le Gaillard, Deputy Mayor, Bénédicte Ray-Le Corre, Director of Communications, and the city’s communications team for their trust throughout the project.

Credit: Motion design by François Cauderlier.