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Caran d’Ache writes its own story

2015 marked the 100th anniversary of Caran d’Ache, a Swiss favorite for school, office, art, and luxury writing supplies. In recognition of this momentous occasion, Base was tasked with concentrating its brand around a central identity that is unique, meaningful, and firmly rooted in its history. We created a custom typeface that pays tribute to the foundation story of the company and serves as a link between the departments of Haute Écriture, Office, and Colors of Caran d’Ache. The renewed identity serves as the foundation for implementing the company’s global development strategy.

When Caran d’Ache approached us to work with them we were thrilled. They represent so many different things to us, and their pencils are part of our culture.

Hervé Rigal, Partner

Working on a brand so profoundly present in my childhood memories wasn’t easy. It was a challenge for everyone.

The signature of the cartoonist Emmanuel Poiré, to whom Caran d’Ache owes its name, was the starting point of our redesign.

Anthony Franklin, Partner & Design Director

The fact that they are an iconic Maison de Haute Écriture made it obvious that they should have their own typeface.

Anthony Franklin, Partner & Design Director

We knew that by developing a typeface, it would allow us to express the elegance and uniqueness of Caran d’Ache. The alternates developed allow numerous combinations.

The typedesign was carried out by Matthieu Cortat.

Anthony Franklin, Partner & Design Director

The emotion of handwriting is a distinctive asset of the brand and the typography reflects that heritage.

Our collaboration with Caran d’Ache was and remains very constructive. By sharing a lot of information and emotion, they allowed us to fully understand their brand, resulting in a great partnership.

Gérald Moulière, Partner & Office Manager