Between between past and future, between heritage and transmission, between tradition and modernity… The Paris Chamber of Notaries has taken up the challenge: to modernize its image without betraying its essence! 🤓 But how? In what way? rethinking the brand identity of a historic institution without breaking with its foundations?
💡 The We Are COM team had the good idea to go and ask questions Axelle de Chaillé, Director of Communications of the Chamber of Notaries of Paris.
Ready to explore the behind the scenes of a redesign that is both bold and respectful of the notarial heritage? 🚀 Let’s go for an edifying lesson in institutional communication!
Hello Axelle, what definition would you give to institutional communication?
Institutional COM is the set of strategies and actions that enhance an organization : its image, its missions, its values… Far from the simple promotion of products or services, this form of communication is at the origin of a brand identity, of a real Dialogue between audiences internal et external. Finally, I would say that institutional communication guarantees coherence, in the broad sense.
Institutional communication guarantees consistency.
Before we go any further, can you tell us more about your targets? Who are they?
The audiences of the Paris Chamber of Notaries are extremely varied, This is what makes communication so exciting! On the general public side, we are producing a COM of pedagogy, aimed at informing the population about our role, about the usefulness of our services, which are sometimes still little known. Internally, with notaries and employees, we need unite around a common vision, particularly through the organization of events. Finally, we communicate regularlyment with public institutions and the media.
How did the redesign of the historic headquarters of the Paris Chamber of Notaries become a redesign of the brand identity? What are the ambitions of such a project?
Notarial work is a profession at the crossroads between the past and the future, between heritage and transmission, between tradition and modernity. Also, the renovation of our historic headquarters situated Place du Châtelet seemed to us to be the perfect opportunity to rethink our brand identity. The purpose of these two major projects was not a revolution, but rather an evolution. We want our headquarters and our identity to be a faithful reflection of our historic professions which are constantly adapting to new societal challenges.
Indeed, the notary plays a key role in the city, he is an essential player in the life of all citizens, un hyphen that exists between the different members of a society. It is therefore with this human and unifying perspective that we have designed our new brand signature “What binds us together makes us a society.”
More concretely, how did you rethink your visual identity? What does your new logo symbolize?
Our old – very old – logo. symbolized balance for almost half a century, in the colors of the Rrepublic: blue, white and red. While energizing these republican colors, we have modernized our logo by moving away from classic institutional codes. Our new visual identity, supporting our brand promise, is more refined, more elegant and therefore more timeless.
This new ambitious and engaging identity embodies our values, combining solidity and adaptability over time. Moreover, it seems to me that this rebranding is a rather bold step aside for a historic institution, proof of our desire challenge to reinvent ourselves.
More broadly, it is an entire brand platform that has seen the light of day, the first in the history of the Paris Chamber of Notaries. To design it, we called upon a agency specialized in rebranding and worked in focus groups with notaries and collaborators. We identified a number of key words and key values, which little by little allowed us to acquire a very clear vision of our promise and to arrive pragmatically at this logo.
I am convinced that a brand identity is developed over the long term, by first co-constructing a brand platform, true « bible » of any organization. A logo is not just a graphic designer's creation! 😀
I am convinced that a brand identity is developed over the long term, by first co-constructing a brand platform.
How do you keep a brand identity alive over time? How do you communicate about this redesign?
To live in time, A brand identity must be constantly nourished by concrete communications. A living brand identity is a brand identity embodied by employees. The first challenge remains to gain immediate and lasting internal support, to implement a policy ofemploy. employee advocacy effective. We too often forget that communication, even if it guarantees image, does not have a monopoly on it.
Regarding the general public, Our communications aim to explain the brand in a coherent manner. And what could be more coherent than the alignment of the planets between the promise, values, messages and identity of a brand?
We too often forget that communication, even if it guarantees image, does not have a monopoly on it.
Would you say that design is the “silent ambassador” of a brand? Why?
Absolutely! Visual elements, whether it is a design, a logo, a typography or even a spatial arrangement, always speak before words. Nonverbal communication is sometimes underestimated, yet it is what determines every first impression.
I would add that good design is design that conveys emotion, almost subliminally. In a way, Good design is capable of bringing a true story to life for its audience..
Good design is design that conveys emotion, almost subliminally.
Can you tell us about a recent initiative put in place to strengthen the reputation and image of Parisian notaries?
In partnership with Le Figaro Magazine, we launched “Guest of the Paris notaries”. This free event, open to all, features a notary and a journalist to debate major social issues related to notaries, to provide concrete answers. For example, a program dedicated to new tribes is planned, with a view to providing some legal insights into this current topic that affects more and more families. What we want to remind people through this format is that a notary is above all an advisor.
To go further in pedagogy, we also produced a spot which looks back at the professions of notaries. It is with a certain perspective that we communicate about this profession which is modernizing, digitalizing, becoming more feminine, rejuvenating... and even which is formed in artificial intelligence. 😀
In your opinion, what will the future of institutional communication look like?
The future of institutional communication will be authentic. In a world plagued by fake News, in which messages lack depth, institutions must more than ever embody sincerity and transparency.
I also think that humans will have their place in the institutional COM of tomorrow, which will have to find the right balance between technologies and our expertise. Communicators will have to reinvent themselves by exploring the new horizons made accessible thanks to AI., Among others.
Finally, it seems to me that a growing interest will touch corporate social and societal responsibility, particularly with regard to new artificial intelligence tools.
Do you have any final communication advice to give to the communicators who read you?
Stay always authentic and sincere ! Good communication is communication that tells the truth, that conveys real values.
And stay coherent ! Faced with increasingly demanding consumers, be attentive to the new expectations of the public and adapt your DNA to changes in society.
3 things to know about Axelle de Chaillé
His mantra? « less is more ». Axelle advocates simplicity and sobriety, far from the blabla and the superfluous. More generally, she reads the press, listens to podcasts and draws inspiration from every human relationship.
His favorite COM campaign? Axelle is regularly challenged by deliberately shocking awareness campaigns, those that provoke reactions. The latest one? This campaign against violence against women.
His passions ? Everything related to photography. Axelle is passionate about photos and photo exhibitions, she has even participated in the "Rencontres d'Arles." On the charitable commitment side, she is getting back into it by joining the refugee aid association created by one of her friends: "Le Gamelle de Jaurès".
