Branding : the ultimate desirability asset
Thursday 16 January —
15:00
- 15:45
The Talks — Hall 7
Description
Renowned French creative director and logotype expert Yorgo Tloupas is the man to follow when it comes to branding. A genius at uplifting historical brands like Martell, Cartier or Pernod, Yorgo Tloupas is at his best when he creates lifestyle brands. We talk to the ‘brand man’ about his (many) tricks to imagine brands that become desirable overnight.
Participants
Yorgo TloupasCreative Director & Founder - Yorgo&Co
Clara Le FortJournalist
Yorgo Tloupas
Creative Director & Founder - Yorgo&Co
Yorgo Tloupas, born in 1974, is a renowned art director and logotype designer who works with the fashion, luxury, sport, and automotive industries, as well as the worlds of publishing and art. Creator of campaigns for Omega and Loro Piana, he designs visual identities for brands such as Art Basel, Artcurial, Cartier, Hermès, Hôtel de Crillon, Martell, and Ricard among many others. As a magazine creative director, he headed Vanity Fair France, GQ France, BeauxArts, Libération, and Les Inrockuptibles. As an investor, he had been involved in blackcrows skis from the start, helping the company grow, both as a shareholder and as design director. The blackcrows 2017-2018 ski range is part of the permanent collection of the Musée des Arts Décoratifs in Paris. He teaches logo design at Penninghen, IFM, SciencesPo Paris, and ECAL Lausanne, and holds conferences and talks worldwide. His 2018 TEDx Talk on (re)branding is the only TED Talk covering the subject of logotypes. He has been featured in articles and interviews in magazines and books including Wallpaper*, Vogue, Apartamento, Eye, Grafik, Slanted, Creative Review, Zeit, Brutus, Le Nouvel Observateur.
Clara Le Fort
Journalist
A writer for French and international publications (Les Echos WE, Le Point, ELLE, ELLE DECO, Bllnr), Clara Le Fort deals with subjects related to luxury, innovation and sustainable development. She also works with brands on strategic matters, as a design director. In addition, she has authored five books, published by Gestalten, and has written the Louis Vuitton City Guide for Sydney, Istanbul, Copenhagen and Arles.