Name, logo, symbol, colors... A brief overview of the constituent elements of the Ancre stationery brand. This will offer you an insight into our choices and the reasoning behind them. The goal is also to share our thoughts to give you a better understanding of our project.
Name
From the start, the project was motivated by the desire to have a better balance regarding screens. The idea of disconnecting from the digital world to reconnect with one's thoughts and creativity was already central. The concept of anchoring oneself in reality has always been present. One day, the obvious name "Ancre" (Anchor) appeared to us and established itself. Here are a few reasons why:
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For the object of the anchor (ancre), its physicality, and its weight to the ear.
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The homophony with the word "encre" (ink), which works well for a stationery brand offering notebooks (and which does not rule out offering pens if we manage to produce them in Switzerland).
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"Ancre" is an anagram of the word "Écran" (Screen), which intrinsically links them, and "Ancre" positions itself, quite humbly, as a counterweight to screens.
Logo
No complications here since our logo is neither more nor less than the word "Ancre." It is written in all caps to accentuate its weight. Based on Montserrat, it was revisited by Sylvain. It is proudly displayed, without exception, on the cover of all our products.
Symbol
The discreet symbol of Ancre is nestled on the back of our notebooks and in the site's footer. Less discreetly, it serves as the profile picture for the Instagram account. This triangular shape echoes the outline shape of anchors. It is inverted to embody the idea of balance mentioned previously. Within this triangle, another shape coexists: that of a pendulum (balancier), often associated with the image we have of old clocks (a nod to Switzerland). It evokes the importance of finding a rhythm. Forming the habit of drawing or writing regularly is necessary to see the benefits.
Colors
In terms of colors, everything starts with the products: the covers with their "kraft" paper and the "cream" pages. These are the colors you find on the website, but adapted for accessibility reasons. Whether it's the typography or the positioning of the Ancre logo (top left in the menu) or the symbol (in the footer at the bottom right), we tried to push the conceptual mimicry. The same applies to the typefaces used, which, while not the same, are similar in physical and digital formats.
All these visual elements are both a foundation and a starting point. All of this may be subject to evolution. We are constantly thinking about how to improve what we offer to the world. By the way, if you wish to give us feedback, feel free to send us a message or subscribe to the newsletter or follow us on Instagram to participate in product questionnaires.
