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Case Studies

MEGA

#equalitymatters

MEGA brings equality to life with a new visual identity

Branding and overcoming stereotypes

Client

Ministère de l'Egalité entre les femmes et les hommes

Year

2020

What we did

Rebranding

Editorial Design

Motion Design

Advertising

Brief

The Ministry of Equality between Women and Men (MEGA) is strengthening its efforts to raise public awareness through a new visual identity. The visuals based on this new graphic identity were highlighted at the press conference for the National Plan for Equality. The rebranding reflects the Ministry's values and helps to promote gender equality on a daily basis.

Solution

The overall visual identity is based on the number 1, which, through a play of symmetry, expresses equality between women and men and forms the letter M. The play of mirrors, on a vertical axis, is represented by turquoise and orange colours. The pop colour palette embodies the modernity and dynamism of the Ministry's actions. The graphic language used for the rebranding takes the form of pairs: strong symbols of equality and complementarity.

Dialogue, open-mindedness and the desire to make equality resonate in everyday life are symbolized through the punctuation hugs. This positive and inclusive form of punctuation highlights key messages. The visual identity is also used for the Ministry's pillar departments: society, employment, education and municipalities.

Esch 2022