The art of (re)branding | Yorgo Tloupas | TEDxSciencesPo

A brand identity, a flag, a family crest, a religious sign, a currency symbol: the logo is everywhere, and has been for thousands of years. How does branding help build or deconstruct identities? How do these signs permeate our lives, from the swoosh on our socks to the golden cross or star of david on our necklaces? What does a rebranding imply for a company? For a country? For a person? Can the artist formerly know as Prince be compared to Airbnb? Would his symbol have survived the cut-throat popular court of social media which judged the app’s redesign as if it was a crime against personal habits? In this TedXSciencespo, Yorgo Tloupas will explore the often-overlooked world of shapes that shape our existence.
Yorgo Tloupas, award-winning designer, started his career with the sale of his final art school diploma in 1996 : a logo and a range of boards for Rossignol, his snowboard sponsor at the time. Since then he has been working both in the field of logo design and as a renowned art director for a large number of magazines internationally. He has redesigned GQ, Libération Next, Beaux Arts and many other publications, and today he is the art director of Vanity Fair France. With his studio, Yorgo&Co, he works for clients such as Omega, Louis Vuitton, Ricard, Cartier, Hennessy, Lacoste, Galeries Lafayette, as well as art foundations, museums and galleries. He teaches at Penninghen and SciencesPo in Paris, at ECAL in Lausanne, and has given speeches and hosted workshops in schools and events worldwide. His work, from Crash Magazine to Black Crows skis, is part of the permanent design collection of the Musée des Arts Décoratifs in Paris. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx