For over 70 years, UniFrance has been working to promote French cinema around the world. In 2021, the organization reached a new strategic milestone with the merger of UniFrance and TV France International, bringing together the international promotion of French cinema and audiovisual content under a single banner.
This institutional evolution marks a turning point. It is not limited to an organizational merger: it symbolizes the convergence of two long-separated worlds (the big screen and the small screen), now united by a shared ambition: to circulate French works, talent, and imagination on a global scale.
In this context, the redesign of UniFrance’s visual identity was intended to reflect this new dynamic. How could the diversity of formats, genres, and audiences be embodied in a single graphic symbol? How could an institution that does not produce images but acts as a catalyst for the dissemination of all French creative works be represented?
The challenge was to design an identity that was both institutional and cultural, capable of uniting industry professionals while speaking to an international audience. An identity neutral enough to represent all films and programs, yet expressive enough to evoke the energy, creativity, and diversity of the moving image.
The graphic solution is based on a simple idea: envisioning UniFrance as a dynamic distribution system. An identity built around the circulation of images and screens (from cinema to television, from the darkened theater to streaming platforms, from festivals to smartphones). Movement thus becomes the common language of these different visual realms.
Through the concept “French Creativity in Motion,” the identity affirms a contemporary vision of cultural influence: a French creativity that is vibrant, multifaceted, and in constant circulation. A creativity that does not remain static on a screen but travels, transforms, and is shared across the globe.
This new visual identity thus offers a flexible and evolving graphic system, capable of supporting the wide range of UniFrance’s activities—festivals, trade markets, institutional communications, and public events—while maintaining a strong and immediately recognizable signature.
This proposal is one of the creative directions developed during the consultation. Although it was ultimately not selected.
