Case Study: L’Alliance New York builds a more inclusive French cultural brand with Pentagram

L’Alliance New York unveils a new identity with Pentagram after 125 years

L’Alliance New York, a non-profit organization celebrating French and francophone cultures, faced the challenge of modernizing its brand to broaden its audience beyond its long history. Previously known as the French Institute Alliance Française (FIAF), the organization partnered with vendor Pentagram to develop a new name, identity, and visual system that would honor its heritage while fostering greater inclusivity and connecting with a more diverse community, including the growing global francophone population.

Pentagram created a new brand identity framework centered on the name L’Alliance, an expressive custom typography, and a flexible apostrophe brand mark. This system, which includes a vibrant color palette and a library of 81 unique apostrophe variations for different programs, provides immense flexibility across applications. The solution successfully gave the organization a contemporary and distinctive visual language that stands out in a crowded cultural landscape, embodying its dynamic and welcoming spirit.

L’Alliance New York