Atalante, entre agence de communication et maison d’édition

Agence parisienne de création visuelle peu connue du grand public, Atalante intervient dans les domaines de la communication, de l’édition, de la signalétique, de la presse, de la scénographie et du multimédia.



Couplant les deux secteurs pour lesquels les étudiants du Master IEC sont formés, l’agence Atalante est l’exemple par excellence d’une pluralité complexe et complète de métiers, de compétences, de savoirs et de passion.

L’agence, couplée aux Éditions Xavier Barral (lui-même directeur des deux structures), porte ses missions sur le domaine culturel, avant tout parisien mais aussi au niveau national. Leur but est de servir un objectif de communication, traduire un contenu, exprimer une identité, le tout au travers de leur travail de conseil et de création, qui s’attache autant au sens qu’à l’image.

Comme on le voit dans certaines de leurs créations, l’identité visuelle est la signature d’un produit, de ses qualités, activités et ambitions, qui la suit dans toute forme de communication, et se doit d’être facilement et immédiatement compréhensible, reconnaissable et mémorisable. L’exemple parfait est celui de la création du logo de la Cité de la Musique : marquant, inoubliable, il forge aujourd’hui l’image de toute une génération.

Il en est de même en édition, où la clarté et la cohérence sont souvent des facteurs considérés comme liés au texte seul, et où le livre porte les valeurs de la maison, de la collection à laquelle il appartient, de son auteur… Les livres des Éditions Xavier Barral sont, eux, très ambitieux sur tous points : tant dans le contenu que graphiquement parlant.

Peu connus du grand public, ces livres sont tout de même très reconnus du « métier », comme le livre Tours, Denis Valode & Jean Pistre : l’aspect visuel est donc aussi extrêmement important et valorisant.

Pour l’agence, le graphisme est un élément essentiel qui affirme l’existence d’une marque, d’un produit, d’une entreprise. Il renforce en effet le pouvoir de communication du produit, d’un point de vue purement esthétique (et subjectif) mais aussi marketing (il le rend plus perceptible, plus accessible).

Que ce soit en édition ou en communication, ce que l’on retient à travers l’exemple de l’agence Atalante, c’est sa conception du langage visuel qui, grâce aux codes, aux couleurs, aux symboliques etc., offre des solutions conceptuelles et stratégiques adaptées à tout type de produit culturel, des institutions au produit livre lui-même.


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