Established in 1992, Amue (short for Agence de mutualisation des universités et etablissements, which translates to “Agency sharing of universities and institutions”) is an organization devoted to fostering innovation among universities and other Higher Education and Research Institutions in France with over 170 institutions as its members. This month, Amue introduced a new identity designed by Lyon, France-based Graphéine. (There are a few more images than shown in this post here).
I imagine the little blobs in the original logo are meant to represent single quote marks and serving as a metaphor for conversation between the organizations. A noble effort in concept but awfully executed originally. The new version maintains the same construction but brings it into the twenty-first century with a not-so-pleasant version of the quotes with gradients — which is a shame because they look great without the gradients as seen in the image directly above — and a new custom typeface designed in collaboration with Nonpareil. The color of the wordmark is a little strange, brownish gray, but it makes for a good, memorable wordmark with its own distinct aesthetic.
The custom typeface has me on the fence. I like aspects of it and dislike others, but I think I’m won over by the small caps, which create a nice typographic texture and has some charming quirks to it.
In application there is also the gradient-y and plus-sign-y background that provides some welcome texture and works well with the bold typography. It looks like football play and formation diagrams but for nerds. I think that’s a compliment. Overall, it’s a vast upgrade to what Amue had before and it makes for a relatively creative identity within the academic world.