The typeface
The Victoire font designed especially for the brand celebrates freedom of speech in all its glory: its unique calligraphy dips into fixed-pitch, slab serif and handwritten to create a sense of humanity, spontaneity, style and skill.
Victoire has its origins in the messages of old prospectus, promotional banners of stores in the 70’s and record sleeves. The shape of the letters is generously proportioned to assert Popcarte’s spontaneous and human identity, consistent with its activity.This has resulted in a typeface that is mostly sans serif, which appears large at first glance. The design also has a number of “humanistic” details, such as the lowercase “l”, the “t”, the ampersand or the number zero. A liveliness that avoids the effects of a typeface built too geometrically, too fixed.
In short, Victoire’s typography is balanced, generous and imbued with the joyful character of the brand. Its typographic mechanics aim to give words and sentences a changing, dynamic and very personal visual rhythm, considering the infinite possibility of personalization that Popcarte offers.
Experiences, life moments, personalities can all be represented.
As each word can be considered a logotype in its own right, Victoire stands out for its use in all display configurations and sizes: in magazine headers, on posters or even in Instagram stories. Composed of several typographic versions (light, regular, outline), we enriched it with 9 “dingbat” weights, to echo the brand’s graphic system. Without dissociation of style, Popcarte integrates its own emojis in the heart of its messages.
A distinctive way to make typography easy to use and to embrace all the brand’s messages.
