The Branding Design

07/24/2026

French Alps 2030

Bureau [Figure] developed this public tender proposal for the French Alps 2030 Winter Olympic and Paralympic Games, with strategy by Alasta studio and motion by Machines studio.

The brief called for an identity rooted in the Alps and able to represent two regions through one shared Games platform, with connected Olympic and Paralympic expressions.

The response centers on Alpium, a form derived from the letter A and the silhouette of a mountain. Its three tiered structure connects the Olympic podium with the convergence of two regions, while its lines suggest topography, ski tracks, a medal ribbon, and the finish line. Depth and forward movement also carry the intended bond between athletes, regions, and the public.

The Paralympic Alpium shifts the same upward form, like a peak viewed from the opposite slope. This gives both identities a shared logic and distinct character.

Across the system, Alpium becomes a graphic tool for gradients, motion, signage, and digital applications. Electric and frosty interpretations of the French flag recall 1980s and 1990s ski culture, while custom Garaje lettering extends the language through slopes, plateaus, tubular forms, equipment proportions, and speed.

The proposal forms a compact regional identity system around one emblematic structure and the tender principle of “fewer assets, better assets.” Although it was not selected, it offers a clear response to the scale, geography, and dual character of the brief.

Credits

Creative Direction & Design: Bureau [Figure]; Clément Lorillard; Mathieu Mohamad

Strategy: Alasta studio

Motion & Graphics: Machines studio; Noémie Erb

Typeface: Garaje by Thomas Huot-Marchand, 205TF

Custom Lettering: Bureau [Figure], .figure